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Ford Prepares for Fiesta Movement Chapter Two

Following the unexpected success of the first chapter of the Fiesta Movement, Ford created a second chapter by enlisting new agents to spread the word about the new 40 mpg 2011 Fiesta. Ford is therefore currently accepting applications for phase two of the marketing campaign destined to strengthen Fiesta awareness in the United States.

“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.”

All applications must be completed and submitted here by January 31, 2010. According to the carmaker, chapter two of the program will launch in mid-February.

In the application, you'll be asked to provide some basic information about yourself and your teammate: your names, where you live, education, job experience, and vehicle history. You'll also be asked to highlight your creative backgrounds, describe your vision (through text or video), and point out any work samples either of you may have online.

“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 20 teams of selected agents will complete a series of missions, where they will compete in challenges online and locally. After completing the challenge, agents will produce and place the creative content on the campaign’s website.

Chapter one agents, who were awarded by Ford in a ceremony before the 2009 LA Auto Show kicked-off, 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. Moreover, the test drive program has resulted in more than 80,000 potential customers.
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