2011 Ford Fiesta Supports Two Music Festivals

Ford readies to introduce the new Ford Fiesta in the USA by involving it in a series of social events meant to familiarize and bring US customers to the small cars segment. The American car manufacturer will be supporting two major music festivals in the US this summer, where the 2011 Ford Fiesta model will be involved in an “organic” way as the company describes it, referring to the fact people won’t just see the car on display but will learn things about it in “a fun and meaningful atmosphere”.

"The target consumers for Fiesta are huge music fans, and our goal is to connect with that community in a fun and meaningful way," Ford's Car Experiential Marketing Manager Jeff Eggen said. "We want Fiesta to be a natural part of the scene so that it can be understood and championed by the people who are experiencing it."

First Fiesta will be the title sponsor of the 10th annual Movement: Detroit's Electronic Music Festival, to be held May 29-31 at Hart Plaza in Detroit. The event is regarded as one of the world’s premier electronic music festivals, and the automaker will bring three local Detroit artists on-site to create “Fiesta-inspired art”. Basically the three will paint the 2011 Ford Fiesta in a unique way.

"We wanted artists who came from different genres so that we could see what three people who work on different types of canvases would come up with using the Fiesta as their canvas," said Eggen.

The second music festival where the Fiesta will be present is the Bonnaroo Music and Arts Festival, to be held June 10-13 in Manchester, Tenn. Here the 2011 Ford Fiesta will be the exclusive automotive partner for the event and will present the Fiesta Garage.

The idea for this event is to create a place where people can visit and interact with the car. Decorated in a chic late-‘70s style, the Fiesta Garage will be a place where people can enjoy live music performances, watch entertaining Fiesta videos and design custom T-shirts.

"The Fiesta Garage experience is a perfect fit for Bonnaroo because a garage is not only a place where a car lives, it's a place where young band members and their friends practice and hang out," said Eggen.