The Fiesta Movement has now reached its second chapter: 40 people will share their own Fiesta vision with the inhabitants of 16 U.S. cities. These have been selected from over 1,000 applicants and have been split into 20 teams. The teams will build the Fiesta’s image on the market, using both online and real-word communication.
The newly-created agents will complete multiple quests competing in challenges locally and starting Fiesta discussion in their communities. The challenges’ results will be uploaded on the campaign’s dedicated website. The “Show the world UR Personality” mission will be one the most interesting ones, as it will require agents to design their own Fiesta wrap, assisted by designers. All the versions will enter an on-line competition on the aforementioned website, where fans will choose their favorite one. The best wrap will then be featured on the car’s official optional equipment list. It seems like the new Fiesta has been successful even before hitting the market, as Ford has already received over 6,000 reservation orders for the car.
“This was a natural progression from the first phase of the Fiesta Movement,” said Connie Fontaine, Ford Brand Content and Alliances manager. “Chapter 2 will still be rooted in social media, but this time the content will also live offline and find its way into new mediums. Fiesta needs to clearly be the star now as the agents share their work within their communities and beyond.”
The first version of the Fiesta movement generated over 6.2 million YouTube views, in excess of 750,000 Flickr views and almost 4 million Twitter impressions. The campaign has also set a Guiness World Record for the largest Twitter meeting - 1,149 people got together last year for the Fiesta Movement Awards Celebration.
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