When Ford launched the Fiesta for 2011, they had a head start. Two years earlier in 2009, they’d brought 100 European Fiestas to the U.S. and created the Fiesta Movement. Thousands of consumers submitted entries to be chosen as one of 100 digital influencers given the keys to a Fiesta for six months.
The campaign did an exceptional job of exposing the Fiesta name to a new generation of users (the name had been defunct in the U.S. for over a decade), gaining 6.2mm YouTube views, 750,000 Flickr views and 40mm Twitter impressions. Most importantly, it singlehandedly brought top-of-mind awareness for the Fiesta name to a new generation of drivers. 132,000 drivers signed up for updates on the new Fiesta and over 6,000 pre-ordered the Fiesta, an exceptionally strong showing for a new economy car.
Four years later, Ford is resurrecting the Fiesta Movement for the launch of the 2014 Fiesta. Monty, now well into his tenure at Ford, announced a “social remix” of the classic campaign this morning at Bloomberg Headquarters in New York during a Social Media Week event. This time around, Ford is incorporating the lessons from the first Fiesta Movement, as well as successful social campaigns for the Explorer, Escape, and Fusion into the new Fiesta movement.
The 2014 Fiesta Movement will still have 100 agents given the use of a 2014 Fiesta for up to 8 months plus reimbursement for parking, gas, and insurance. As with the first Fiesta Movement, there will also be monthly missions to complete. This time around, though, a small percentage of the cars will be reserved for celebrities, current Fiesta owners, and alumni. Each month with have a theme and a particular mission for the theme. The monthly themes are intended to highlight different features of the Fiesta. This year, Ford will partner with American Idol, the Summer X Games, and the Bonnaroo Music Festival. Part of the partnership will give Fiesta agents inside access to these events, including behind-the-scenes looks at Idol.
A big change from the earlier promotion is that this year’s Fiesta Movement will generate all of the tv, print, and digital advertising for the 2014 Fiesta launch over the summer. WPP agency Team Detroit, Ford’s agency of record, will use the influencer produced a video to create advertising and tie in with the promotional partners to further the reach.
They had a head start when Ford started the Fiesta for 2011. Thousands of consumers submitted entries to be selected as among 100 digital influencers given the keys to your Fiesta for half a year.
Above all, it brought top-of-mind awareness for the Fiesta name to a fresh generation of motorists.
Four years after, Ford is resurrecting the Fiesta Movement for the start of the 2014 Fiesta. Monty, now well into his tenure at Ford, declared a “societal remix” of the effort that was classic this morning during a Social Media Week occasion at Bloomberg Headquarters in NY. Ford is integrating successful societal efforts for the Explorer, Escape, and Fusion, in addition to the lessons from the first Fiesta Movement.
As with the first Fiesta Movement, there will also be monthly assignments to finish. This time around a modest percent of the autos will be allowed for alumni, present Fiesta owners, and stars. Each month has a specific assignment for the theme and a theme. The monthly themes are meant to emphasize distinct options that come with the Fiesta. In 2013, Ford will partner with the Bonnaroo Music Festival, the Summer X Games, and American Idol. Part of the venture will give Fiesta representatives inside accessibility to these occasions, including behind the scenes looks at Idol.
A huge change from the earlier promotion is this year’s Fiesta Movement will create all the digital and television, print marketing for the 2014 Fiesta start over the summertime. Ford’s service of record, wPP service Team Detroit, will use the influencer tie in with the promotional partners to the reach and made a video to create marketing.