Ford’s Fiesta Movement Chapter Two kicks off
March 5th, 2010 in Ford
Ford has officially restarted its social media engine with the launch of its second chapter of the Fiesta Movement. This time around Ford turned to 20 teams of two agents to help manage, direct and inspire product launch advertising in each of 16 major cities across the U.S.
Ford’s original Fiesta Movement was a social media campaign that put 100 Euro-spec 2009 Ford Fiestas in the hands of individuals selected for their ability to create buzz in various social media outlets.
Each month the agents were given a task based on the month’s assigned theme, and then they created a “mission” video to document their experiences. Ford’s major risk with the program was that it made it explicitly clear that all 100 agents were not being censored in any way, allowing them to take issue with the vehicles in their reporting to the public.
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