IMAGES: Available at www.media.ford.com and www.flickr.com/photos/fiestamovement.
SUMMARY:
- Ford Fiesta Movement July missions had agents showing off their individual style by inking a tattoo, having a Fiesta-inspired makeover and getting a custom-made car wrap for their Fiesta
- Since Fiesta Movement’s late April launch, agents have traveled more than 500,000 miles across the country, nearly double their initial mileage
- More than 15,000 consumers have test driven a Fiesta via the Fiesta Movement’s test drive tour, which is scheduled to visit at least 100 cities through December
CONTEXT / BACKGROUND:
Fiesta Movement agents are putting their mark on the online world, and their videos for July missions are continuing to showcase their talent – and the Fiesta. July missions had agents immersing themselves in the world of style and design, and pushing the limits of creativity. Whether agents were getting a tattoo, using Fiesta as an inspiration for a makeover or outfitting their Fiesta in one-of-a-kind car wrap, these trendsetters showed off their passion for design – and fun. They’ve also generated more than 15.5 million consumer impressions through various social media platforms, including YouTube, Twitter and Flickr, demonstrating just how much reach these agents have.
As part of the Fiesta Movement social media initiative, 100 young trendsetters are test driving and living with a European-spec Ford Fiesta for seven months, traveling as agents on special missions. They then relate their experiences through a variety of social media sites.
DETAILS:
Agent videos for Fiesta Movement July missions show off just how stylish these 100 agents are. And people are paying attention, with Fiesta Movement agents generating more than 15.5 million impressions (people who have seen content produced by agents) through July.
A few videos that pushed the limits of creativity and humor include:
- Agent Diablito’s video for his mission “MAC Attack.” Asked to visit a MAC Cosmetics counter, Diablito had his makeup done by an artist, which was inspired by his Fiesta.
With Fiesta pictures taped to the mirror, the MAC makeup artist went to work. The funky design involved a new twist on the look of Fiesta. Lots of eyeliner and eye shadow pulled the look together, with arrows and a Ford logo to round it out – the design covered most of his face. The sleekness of the design is what inspired the artist. Check out the video at: http://www.fiestamovement.com/missions/view/278
- A video by agent Kambui B. for his mission “Your Permanent Record.” Asked to enlist a tattoo artist, help draft a design and have the tattoo made, Kambui B. made the mission a family affair, with his wife volunteering to get the tattoo on his behalf. “That’s pretty cool,” the agent said.
Kambui videotapes the process, chatting with Ryan, the tattoo artist, about his work and clients, and how tattoos – once only found on bad boys and outlaws – now are decidedly mainstream. Meanwhile, Kambui’s wife stays cool while cartoon classic Betty Boop takes shape on her arm. Check out the video at: http://www.fiestamovement.com/missions/view/335
- Agent Seth B.’s video for his mission “Get Graphic.” Seth got together with graphic design guru Matt Moore to create a colorful genius for his Fiesta in the form of a wrap. He got the design made, helped install it and sat back to enjoy the view.
After looking over samples, Seth had some decisions to make. He chose colors he wanted to incorporate and shapes to include, then settled on some designs to give it a “wiffle ball” look. Instead of going with the pink car his daughter had suggested, Seth used greens to complete the look for his one-of-a-kind Fiesta wrap. Check out the video at: http://www.fiestamovement.com/missions/view/244
August missions – social activism
Fiesta Movement agents are rolling up their sleeves and pitching in for their August missions. With a theme of social activism, agents were given 100 missions, based around volunteering, to choose from. August missions have agents spending time at the Smithsonian Institute, delivering food for Meals on Wheels and helping build playgrounds for KaBOOM. Throughout the month and after its completion, followers can keep up with agent activity on the Fiesta Movement Web site’s live feed – www.fiestamovement.com.
Chance to drive a Fiesta
With its kickoff in May and running through December, five regional test drive teams representing the Fiesta Movement are traveling across the country to engage consumers with the opportunity to test drive a European-spec Ford Fiesta.
The Fiesta Movement test drive is drawing huge numbers, with more than 15,000 total test drives and more than 21,000 walk-arounds, up nearly 27 percent and 169 percent, respectively, since June.
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 Drive” section. Visitors to the site also can sign up to receive test drive updates as they become available.
QUOTES:
“The style and design missions gave the agents a chance to showcase their creative sides – sometimes to the extreme. We chose these agents because we knew they were enthusiastic and imaginative; these missions let them share those talents with the world.”
– Connie Fontaine,
Ford brand content and alliances manager
“The test drives have been getting amazing responses. Everywhere we go, the Fiesta gets attention. People want to look at it, touch it, climb inside. Then when they find out they can actually drive it – they’re ecstatic!”
– Jeff Eggen,
Ford car experiential marketing manager
Follow the Fiesta Movement:
YouTube: www.youtube.com/fiestamovement
Flickr: www.flickr.com/photos/fiestamovement
Facebook: www.facebook.com/fiestamovement
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 201,000 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.