In an attempt to attract fuel-economy conscious drivers for the 2010 Fiesta, Ford has launched a new program called “Fiesta Movement” wherethrough 100 lucky motorists will have the opportunity to take the new model for a six-month test drive. Each month, they will receive secret assignments from Ford Mission Control that will take them to places they have never been before with the possibility to take friends and relatives with them as well. Of course, the gas, the car insurance and full concierge service for the duration of the vehicle’s stay are on the house.
But afterwards, the drivers will be asked to relate their experiences with the Fiesta through social media sites such as Facebook, Flickr and YouTube.
The interested motorists must first of all be US citizens and be at least 21 of age to apply on http://fiestamovement.com/ . Applicants have to create a 2-5 minute video (which they must upload on their YouTube account and then give the link on the application form) explaining why they deserve the chance to take part in the Fiesta Movement. The application must be sent by midnight March 13, 2009, but know that only 100 will be selected for the program.
So Ford has finally found a nonconventional way to promote its new fuel-efficient models and although we are not advertising specialists, we are pretty sure it's a cheaper way to bring your products to the general attention. Not to mention that word of mouth communication is already proven to be more likely to convince potential buyers than conventional ads.
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