CONTEXT / BACKGROUND:
Fiesta Movement agents might have thought their missions were already adventure-filled – until they learned what is in store for their September missions. These 100 missions will have agents trying new things, like training with U.S. Navy SEALS, hiking in the mountains, spending the day shadowing a stunt driver and learning to cook with, well, bugs.
As part of the Fiesta Movement social media initiative, 100 young trendsetters are test-driving and living with a Euro-spec Fiesta for six months, traveling as agents on special missions. They then relate their experiences through a variety of social media sites.
September missions – adventure
Fiesta Movement agents are putting their bravery to the test with September missions, all centered on the adventure theme. With 100 missions to choose from, all agents are sure to find a mission to get their blood pumping.
September missions include:
During each mission and following its completion, agents upload content to the Fiesta Movement Web site or social media platform of their choice. Using www.fiestamovement.com, visitors can follow the ride by accessing the live feed feature to keep current on what the agents have to say about Fiesta and their missions.
Spreading the word
After kicking off the Fiesta Movement and embarking on their first missions in May, agents created a big impression in the social media world, including:
Agents have been producing fun and entertaining content through social media to tell about their time with a Fiesta, including:
Fiesta sales success
Fiesta is continuing its sales momentum as Europe's No. 2-selling car and Ford of Europe's top-selling vehicle, helping Ford's share in Europe's main 19 markets increase for the seventh consecutive month. Nearly 340,000 Fiestas have been sold since the car was launched last autumn, with 39,900 delivered to customers in July. In Germany, Fiesta also became the segment leader in July, the first time since the vehicle's market entry there in October 2008.
In Europe, the Fiesta name has long been synonymous with outstanding drive quality, design and value. The all-new Fiesta will take its three-decade heritage to U.S. consumers in 2010.
"Our agents have shown they love a good adventure, but these missions push them further than they've gone before. We can't wait to see the great content they are going to come up with."
– Connie Fontaine,
Ford brand content and alliances manager
"Each month of missions and content on the Fiesta Movement Web site creates more buzz about the Fiesta coming to the United States. People love to tune in and see what the agents are doing with their Fiestas."
– Sam De La Garza,
small car marketing manager
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 201,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.