Ford ready to launch Fiesta Movement Part 2, looking for 20 agent teams

Ford Fiesta

Apparently Ford’s Fiesta Movement was a huge success in creating awareness about the company’s new compact car. In fact, Ford is now getting ready to launch a second chapter that will enlist new agents to generate enough excitement for the Fiesta to get it on a new car shopper’s buying list.

A total of 20 new agent teams will be selected to complete a series of missions to create buzz-worthy content for the new Fiesta.

If you’re interested in becoming a Fiesta agent, Ford is now taking applications at starting today through Jan. 31. The program launches in mid-February.

2011 Ford Fiesta:

2011 Ford Fiesta 2011 Ford Fiesta 2011 Ford Fiesta 2011 Ford Fiesta

Press Release

* Ford is using the success of the first chapter of Fiesta Movement to create a second chapter by enlisting new agents to generate excitement for Ford’s new 40 mile per gallon car, the 2011 Ford Fiesta
* Selected agents will include 20 teams who will set out to complete a series of missions to create buzz-worthy content for the new Ford Fiesta
* Interested consumers can submit video applications on through the end of January

LOS ANGELES, Dec. 2, 2009 ““ If you thought Fiesta Movement agents rocked the social media world this past six months, just wait until the second chapter when 20 new agent teams begin spreading the word about the Ford Fiesta. A new group of agents will be enlisted to engage their local communities by developing communications about Fiesta, leveraging social media as the means to spread the word about Ford’s all-new 40 mpg car.

“The first chapter was about developing awareness, and now it’s about driving unparalleled consideration,” said Connie Fontaine, Ford brand content and alliances manager. “We want to put Fiesta on the shopping list.”

Twenty teams of agents in major markets across the country will complete a series of missions, where they will compete in challenges online and locally that immerse them in cultural movements, allowing them to ignite passion into their communities through social media while opening the discussion about Fiesta.

After completing the challenge, agents will produce and place the creative content on The best content will be recognized based on online consumer interaction and consumers’ opinions about their work. Applications can be submitted on starting today and running through Jan. 31. The program launches in mid-February.

Mr. or Ms. Right
These new Fiesta Movement agents are socially vibrant individuals who are in tune with the latest happenings in their own communities and are followers of the first chapter of Fiesta Movement. “These teams are going to be made up of part-thinkers, part-social butterflies,” said Fontaine. “New agents will create content that taps into the unique cultures in each city, all the while sharing their experiences with Fiesta.”

The new agents give Ford an opportunity to create a dialogue that is consumer-driven, and engages people with the Fiesta. “People are talking about our brand right now,” Fontaine said. “Fiesta Movement Chapter Two lets us be involved in that discussion.”

Building buzz
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles and have generated more than 6 million YouTube views, nearly 740,000 Flickr views and more than 3.7 million Twitter impressions. The Fiesta Movement and test drive program has resulted in more than 80,000 hand-raisers.

– By: Stephen Calogera