Looking to generate a little hype and a very warm reception for the 2011 Ford Fiesta, Ford has launched their newest marketing campaign appropriately named the “Fiesta Movement.” Aimed at the generation of Millennials (those good-for-nothing young people with their horrible rap music born between 1979-1995) the Fiesta Movement will equip 100 hand-selected tech-savvy drivers with a brand new Ford Fiesta, months before its official 2010 drop date. To date, Ford has received 1,500 applications requesting the privilege to participate in the Movement and they are extremely enthusiastic about the program’s far-reaching potential. “The Millennials are an emerging market force, with 11,000 reaching driving age every day,” Ford’s small car marketing manager, Sam De La Garza, explained. “It’s the most important demographic trend since the Baby Boomers, and it represents one of the greatest opportunities for Ford.”
Ultimately hoping to cash in on the Millennials’ extensive web of social networks, Ford will require each Fiesta Movement “Agent” to carry out monthly “missions” and record every detail of their experience on popular sites like Facebook, FlickR, and YouTube. “Socially vibrant campaigns are so important because of their power in delivering authentic and genuine messages across a broad spectrum of media, which only will help us deliver a more positive consumer experience when the car launches in the U.S. next year,” said De La Garza.
Currently accepting applications until March 13, 2009, participants will be notified of their selection status shortly before the Movement vehicles arrive from Ford’s Bologna, Germany assembly plant in late spring.
Source: Ford Media