Ford to Market Fiesta Through Social Networks

Ford is recruiting "agents" to record viral video "missions" in its new Fiesta.

Ford is attempting to make a marketing statement with what it dubbed the “Fiesta Movement” to create traction for its small car entry with social networking tactics.

The first 100 Fiestas, fresh off a German assembly line, are now headed to the U.S. for what Ford is describing as monthly “missions” to be undertaken by selected “agents,” who will record video of their experiences for Web distribution on Facebook, FlickR and YouTube.

The campaign aims at hyping the new vehicle prior to its official 2010 introduction to the North American market. The target consumers for the Fiesta are Millennials, who are most likely to respond to a viral Web campaign pushing a low-cost, fuel efficient car.

“It's all part of a plan to build excitement and spread the word about the arrival of the new Ford Fiesta to the next generation of customers,” Sam De La Garza, Ford's small car marketing manager, said in a statement.

Ford has fielded more than 1,500 "agent" applications for its marketing movement thus far. Applicants are asked to submit a two- to five-minute video explaining why they want the opportunity to become part of the Fiesta Movement. Applications will be accepted through March 13.