Ford Motor Company is hoping to build on the success of its "Fiesta Movement" marketing campaign by taking applications for a second round of socially-vibrant 'agents,' who will be tasked with engaging their local communities and generating social media buzz around the launch of the 2011 Ford Fiesta model. The move comes as Ford, which leads the auto industry in digital spending by dedicating about one-fourth of its marketing budget to online programs, announced that its original Fiesta Movement campaign, which ended last night, helped generate more than 80,000 hand-raisers.
The online program has also generated 6 million YouTube videos, 740,000 Flickr views, and more than 3.7 million Twitter impressions to date, according to the company. Additionally, name awareness for the model has risen to almost 60%, according to Jim Farley, Ford's vice president of marketing (via the Detroit News). Ford will officially debut the 2011 Fiesta model at the Los Angeles Auto Show today.
Ford is accepting video applications on its Fiesta Movement website for 20 new agent teams in major metropolitan markets through the end of January. The teams will complete a series of missions, including competitions in online and local challenges, that will "immerse them in cultural movements" in their communities, according to Ford.
The teams will also produce creative content for the Fiesta Movement website, the best of which will be recognized based on online consumer interaction and opinions.
Launched last year, the 18-month Fiesta Movement campaign selected one hundred "agents" from more than 4,000 applicants to test-drive the Fiesta for six months and post their impressions on blogs and social network sites decicated to the Fiesta Movement, such as those on YouTube, Facebook, Flickr, and Twitter.
In October, a Ford-commissioned survey found that approximately 37% of Generation-Yers were familiar with Fiesta, even though it still hasn't launched in the US and had previously been unknown among American consumers.
That percentage, Ford said, matches the awareness levels of other Ford brands such as the Fusion which, unlike the Fiesta, have received hundreds of millions of dollars in traditional advertising.