Ford Fiesta Movement Shows Results

Ford's somewhat unconventional advertising strategy to prepare the American market for the release of the Fiesta is paying off big time. According to the manufacturer, the Fiesta Movement, heavily promoted on social networks, managed to raise more than 50,000 potential customers. An internal survey says more than 97 percent of them would buy the Fiesta.

"We didn't break the bank. We didn't use traditional media. We tried something different, and it is working," Connie Fontaine, Ford brand manager said in a release. "We're delighted with how Fiesta is gaining traction with consumers. It's a whole new way of introducing a car to market."

Ford used so called agents to promote the car through different marketing actions, relayed to possible buyers via social networks. Each month, the agents are part of a new theme, such as volunteerism, adventure, and style and design. The results of each month's endeavor are posted on the Internet.

"Social networking sites allow Ford to meet consumers it might not connect with through traditional advertising, making it easier to open dialogue with a whole new set of consumers. The Fiesta Movement also realizes that people trust people like themselves and that everyone has a car story, and has successfully leveraged this as a platform from which to promote a new car," Ford added.

Prior to the release of the car in the US next year, Ford planned no less than 100,000 test drives, started in May and ending in December. Five regional test drive teams will travel across the country, visiting at least 100 cities. At each stop, wireless Internet will be made available, for all those participating to be able to tell their impression on the web.