The goal is to achieve 100,000 test drives overall, so between May and December, five regional test drive teams will travel across the country, visiting at least 100 cities. The stops will be made in small towns, big cities, as well as at regional events and festivals.
“The Fiesta Movement is about bringing a fuel-efficient, fun new car to the people to experience,” Connie Fontaine, Ford Brand Content and Alliance Manager. “Our goal is to conduct 100,000 consumer test drives by the time that we reveal the North American production version later this year.”
Each location will have wireless Internet access, so that visitors that complete a test drive can share their experiences for the online community immediately. They will also be eligible to win the grand prize, which is two all-expense paid trips for two to attend music festivals in Chicago, New Orleans and Indio, California. Trips also include VIP/backstage passes and VIP access to Spin magazine’s after party for the events selected.
"Providing digital capabilities at each test drive location is symbolic of the way that the Fiesta Movement connects consumers to each other and facilitates two-way communication between Ford and potential customers,” Fontaine explained. “This campaign is about providing honest reviews and accessible outlets to promote and learn about the Fiesta.”
For the other part of the campaign, Ford selected in April 100 people to test drive the new Fiesta. They are supposed to share their impression on popular Internet websites, including social networks such as Facebook and video sharing services as YouTube.
Information about drive stops, including monthly calendars, is available on www.fiestamovement.com under the “Ride & Drive” section. Visitors can also sign up to receive test drive updates, as they become available.
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