Reporting Jeff Gilbert
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DEARBORN (WWJ) - Ford is returning to a successful theme as it launches an all new version of its Fiesta subcompact.
The original “Fiesta Movement” used Twitter, Facebook and YouTube to get attention for the Fiesta. “Fiesta Movemnt: A Social Remix” takes the idea, and updates it to help introduce the updated 2014 Fiesta.
Interview: WWJ’s Jeff Gilbert talks with Ford’s Amy Marentik.
“It’s all about getting people into our vehicles and generating content,” said Amy Marentic, Ford’s group marketing manager for cars and crossovers. “What’s exciting and what’s new is we’re actually going to use that content to source our entire Fiesta campaign.”
That campaign includes participation in the X-games and commercials on American Idol, among other things.
Marentic says they are just in the beginning stages right now, looking for 100 young people who are interested in driving a Fiesta on specific assignments, then documenting it.
“We’re going to ask them to submit videos, and compete to be one of the 100 Fiesta agents,” she said. “Then we will give them a Fiesta to live with for a certain amount of time, and we will give them missions.”
The videos from those missions will go onto YouTube and various social media sites, with the best of the best used in Ford Fiesta ads.
Those who are interested in applying can go to http://www.fiestamovement.com.
Ford made the announcement during Social Media week in New York.
“Fiesta was designed to reflect the individuality of the customer, so we feel the marketing efforts should give the reins to the people who will be driving it,” says Jim Farley, Ford Motor Company executive vice president of Global Marketing, Sales and Service and Lincoln. “We have a fuel-efficient, tech-savvy and stylish car that doesn’t sacrifice on performance – it truly has its own personality. That personality will come through in the stories and experiences of real people.”
Farley has made use of social media a theme of his time at Ford, saying it costs less, and reaches more people than traditional advertising. Marentic says this is particularly important when you want to attract young buyers, and buyers who are new to the Ford brand.
“Buyers of Fiesta are younger,” she said. “About 30 percent are millennials. About 30 percent are first-time buyers. They use social media. They are active socially. This is just a way to speak to them.”
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