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.
New Ford Fiesta is not just about its new EcoBoost engine, as it is also laden with an array of technologies and features that allow drivers to enjoy their drive while staying connected to the outside world.
This is exemplified by a new MyFord Touch system that features a 6.5-inch touchscreen and an available enhanced voice control. This system offers more choices in the areas of navigation, communication as well as entertainment. SYNC AppLink remains a key feature even in the new Fiesta, as this enables access and control of smartphone apps – as approved by Ford – via with voice commands or vehicle controls. Drivers could still count on SYNC Services for turn-by-turn navigation.
Making its way into the new Fiesta is Ford’s new MyKey, which is especially a great help for driver parents with teenage pilots, particularly in the area of safe driving and risk exposure. After all, MyKey allows parents to set how fast the Fiesta could go or how loud the cabin’s audio volume should be. In addition, teenage drivers won’t be able to listen to their music as media remains muted until they fastened their seatbelts. Moreover, teenage drivers won’t be able to deactivate driver aids, alerts and safety systems while they are on the wheel.
John Schneider, Ford chief engineer for Upperbody Electronics, remarked that the new Fiesta was built for the digital generation, as it comes with features that tech-savvy people would love -- Bluetooth connectivity, MP3 capabilities and vehicle connectivity.