Ford has decided to relaunch the Fiesta Movement campaign as part of a strategy to sell the 2014 Fiesta. In 2009, this program had Ford giving away free cars to “influencers” who record details and gains about their Fiestas online. The new program will give away a 2014 Ford Fiesta to each of the 100 “social influencers,” like celebrities and members of the last Fiesta Movement, in exchange for making social media content about the model.
Ford is doing this due to the belief that millennials (who are those born since the mid-1980s) account for a huge number of Fiesta customers so Ford hopes to sell its new car directly to them. Those who joined the 2009 Fiesta Movement (who are known in ford as ‘Agents’) drove more than a million miles, created 50,000 pieces of online content, and had been seen nearly 30 million times.
Ford advertising manager Keith Koeppen said in a statement that millennials like being a part of the brands they feel represent them. He added that this demographic is used to building content about their lives, so it seems sensible that their creativity is given a bigger platform with wider scale. He said that these ‘Agents’ will receive a free 2014 Ford Fiesta, as well as free gas and insurance.
They also get digital cameras and “other tools” required so that they can post these cars online.
He said that these are no limits to the possibilities. He cited a video can be made into a TV ad while a favourite photo can be used in a print campaign.
The 2014 Ford Fiesta will receive a variety of upgrades, which include a new wide-mouth front grille similar to what’s used on the Fusion sedan, improved interior materials, and an optional 1.0-liter EcoBoost inline-four engine. In addition, Ford will launch the Fiesta ST in 2013, as well as a warmed-up model powered by a 197-hp 1.6-liter EcoBoost engine, more robust brakes, a racy body kit, and a sharper suspension.