Patricia originally posted this entry on February 24th, 2009, as Ford's Fiesta Movement was beginning to take off, and we thought it was worth revisiting this creative campaign. Now Ford has chosen their 100 agents, and sent them on various "missions" in their new Fiestas. Check out their progress here.
When I graduated from college, my first vehicle was a Ford Fiesta. At the time, the Fiesta was Ford's attempt to fend off the more energy efficient Japanese imports. Things cycle around and now Ford is ramping up an ambitious viral campaign for the re-launch of Fiesta in the U.S. 2010, by giving away 100 of them to influential Millennials.
Ford has set up a Web site, www.fiestamovement.com, where people can upload a two- to-five-minute video explaining why they want to become one of the agents. So far, 1,500 people have applied, according to Ford.