Ford debuts social media campaign for new Fiesta

Share this content:
The Ford Motor Company is taking a new approach to social media marketing and tapping young trendsetters to help spread the word about the new European Ford Fiesta. The campaign is part of a partnership between Ford, digital think tank Undercurrent and AMG, a Colorado-based partner of Undercurrrent.

With the new campaign, deemed the Fiesta Movement, Ford has invited 100 young people to live with the car for six months. These agents will be given special missions for driving the car and report on their findings on a variety of social media sites.

The missions are designed to be fun new experiences that they will report on through their Facebook, MySpace, YouTube and Twitter feeds. The Fiesta is tied into all of the adventures.

The agents were selected after applying on the Ford site. The submission called for them to post short videos on YouTube explaining why they would be the best representative agents for the Fiesta Movement. The applicants were chosen based on their online experience with blogging and social friends, as well as for their stories about their desire for adventure. Most of the agents have hundreds or thousands of Facebook friends and followers on Twitter. More than 4,000 applications were submitted, and there were more than 640,000 views of applicant videos on YouTube.

The Fiesta Movement campaign is aimed at millennials — those born between 1979 and 1995.

This week, the agents will receive notification about their upcoming missions. There will be six different monthly themes, the first of which is to create content on travel. Each of the agents will choose an individual mission around this theme.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above