IMAGES: Available at www.media.ford.com and www.flickr.com/photos/fiestamovement.
SUMMARY:
- Ford Fiesta Movement May missions took agents searching for Bigfoot, visiting Mount St. Helens and driving a Fiesta until the gas tank was empty
- Agents traveled 245,558 miles across the country, with one agent racking up 11,700 miles on his Ford Fiesta
- Nearly 5,500 consumers have test driven a Fiesta in May through the Fiesta Movement's test drive tour, which is scheduled to visit at least 100 cities through December
CONTEXT / BACKGROUND:
As part of the Fiesta Movement social media initiative, 100 young trendsetters will test drive and live with a European-spec Fiesta for six months, traveling as agents on special missions, who then will relate their experiences through a variety of social media sites.
The videos are in and the Fiesta Movement Agents have demonstrated what they do best – showcasing their Fiesta online in the midst of an adventure. May missions were travel themed and took agents to unique places across the country with a camera in hand. Whether it was searching for Bigfoot, visiting Mount St. Helens or running a Fiesta gas tank to empty, Fiesta Movement agents hit the road in a big way. They generated 4,672,121 consumer impressions through various social media platforms, including YouTube, Twitter and Flickr.
DETAILS:
With May "travel" missions in place, Fiesta Movement agents generated a whopping 4,672,121 impressions (people who have seen content produced by agents) throughout the month.
The end result is 100 videos that show the goofy, adventurous and creative side of the agents, with a Fiesta by their side. And agents have been traveling far with their Fiestas, with agent Seth Beck accumulating 11,700 miles and all agents combined driving 245,558 miles.
A few videos that pushed the limits of creativity and humor include:
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A video by agent Joe P. for his mission "Running on Empty." Tasked with filling up the gas tank of his Fiesta and driving until he runs out of gas, Joe made an adventure out of his mission. To make it even more of a challenge, Joe couldn't drive the same road twice so he could see how far he could get – or how close he could stay.
Along the way, Joe realizes one thing is going to happen frequently on his 432.5-mile trip. There's going to be a lot of questions about his Fiesta. At the gas station, fast-food restaurants, a Ford dealership – anywhere really. He calls friends along the way, sings out-loud to himself and uses the Bluetooth functionality to keep his comfort to the maximum in his Fiesta. Check out the video at http://www.fiestamovement.com/missions/view/25.
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A video by agent Dartanion L. for his mission "Monumental – Washington Edition." Taking his Fiesta to Mount St. Helens and documenting the trip was his mission, and he made it entertaining.
To prepare for his trip Dartanion brought along some necessities – a sleeping bag, flashlight, and camouflage pants – and some not-so-necessary items, including a frozen pizza, Care Bear toys, a stuffed Spider-man and the ashes of his dead cat. After hitting the road, Dartanion shared some "mountain facts." One fact was that because volcanoes are filled with ash, they don't want competition from dirt, so by vacuuming off your tent you reduce the chance of the volcano exploding. Another fact is that there is a gnome inside the volcano riding a bike attached to a steam engine that actually makes it explode – and he makes Keebler cookies.
He ended his trip by visiting the volcano and leaving it ashes and a 3 Musketeers candy bar purchased at the gift shop, along with a gift receipt in case the volcano wanted to exchange them. Check out the video at http://www.fiestamovement.com/missions/view/77.
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A video by agents Shakemango for their mission "Who the Hell Are You?" Visiting a friend they hadn't seen in years, they put their own spin on the mission by setting out to answer the question whether Bigfoot exists or not.
Heading to "Bigfoot country" they stop along the way to interview locals who had run-ins with Bigfoot. Once in Willow Creek, Calif., the group heads into the woods for their search. Lucky for them, they spot the creature and rush to get close enough to get an autograph. Unfortunately, things take a turn for the worse and one of their friends is attacked by Bigfoot. Making a quick escape, the group heads home, mourning the loss of their friend, but happy to be able to confirm the mythical animal does exist. Check out the video at http://www.fiestamovement.com/missions/view/23.
June Mission – Technology
The world of technology is the next mission theme for Fiesta Movement agents. In June, the agents will visit places few outsiders have been, with an inside look at the happenings of some of the hottest technology names such as Pandora and Twitter. Throughout the month and after its completion, followers can keep up with agent activity on the live feed on the Fiesta Movement Web site – www.fiestamovement.com.
Chance to Drive a Fiesta
Just starting in May and running through December, five regional test drive teams representing the Fiesta Movement will travel across the country to engage consumers with the opportunity to test drive a European-specification Fiesta.
The month of May has generated huge involvement for test drives, with:
- 5,486 total test drives
- 42,247 total miles driven
The teams will visit at least 100 cities over the eight months, with a goal of 100,000 test drives overall. Stops will be in small towns and big cities, as well as at major and regional events and festivals. Information about drive stops, including monthly calendars, is available on www.fiestamovement.com under the "Test Drives" section. Visitors to the site also can sign up to receive test drive updates, as they become available.
QUOTES:
"The agent videos for May missions blew us away. They were creative, fun-loving and incredibly original. They showcase the true spirit of the Fiesta."
– Connie Fontaine,
Ford Brand Content and Alliances manager
"The feedback that we have been getting about the Ford Fiesta has been absolutely invaluable to our launch next year. The agents are on pace to drive over 1 million miles this summer and that means they're having a great time in this car."
– Sam De La Garza,
small car marketing manager
Follow the Fiesta Movement:
YouTube: www.youtube.com/fiestamovement
Flickr: www.flickr.com/photos/fiestamovement
Facebook: www.facebook.com/pages/The-Fiesta-Movement/73386615309
Twitter: www.twitter.com/fordfiesta
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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 205,000 employees and about 90 plants worldwide, the company's automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.