IMAGES: Available at www.media.ford.com and www.flickr.com/photos/fiestamovement.
SUMMARY:
- Fiesta Movement agents tackle adventure-themed missions for September; unusual, exciting missions with Fiesta are slated
- Agent postings have garnered significant numbers on social media sites – more than 3.5 million YouTube views, more than 440,000 Flickr views and 2.7 million-plus Twitter impressions
- New Fiesta remains Ford of Europe's best-selling car in 2009, leads segment in Germany; 39,900 Fiestas sold in July
CONTEXT / BACKGROUND:
Fiesta Movement agents might have thought their missions were already adventure-filled – until they learned what is in store for their September missions. These 100 missions will have agents trying new things, like training with U.S. Navy SEALS, hiking in the mountains, spending the day shadowing a stunt driver and learning to cook with, well, bugs.
As part of the Fiesta Movement social media initiative, 100 young trendsetters are test-driving and living with a Euro-spec Fiesta for six months, traveling as agents on special missions. They then relate their experiences through a variety of social media sites.
DETAILS:
September missions – adventure
Fiesta Movement agents are putting their bravery to the test with September missions, all centered on the adventure theme. With 100 missions to choose from, all agents are sure to find a mission to get their blood pumping.
September missions include:
- U.S. Navy SEALS training. On this daylong mission – decidedly not for the faint of heart – the Fiesta agent will head to where special operations forces train to see if he or she can keep up.
- Cooking with bug chef extraordinaire David George Gordon, who turns everyday pests into daily eats using recipes from his "Eat-a-Bug" cookbook. The intrepid agent will spend a day in Gordon's kitchen helping to create this unusual fare, then might even get to do some "extreme" eating of his or her own, putting taste buds to the ultimate test.
- Hiking in the Rockies with a Backpacker magazine staffer. After visiting Backpacker headquarters and selecting the proper equipment, the Fiesta agent will head out for a day in the mountains to learn the skills and secrets to an excellent outdoor adventure.
- Stunt preparation with Jack Gill. Having jumped cars and motorcycles in classics such as "Knight Rider" and "The Dukes of Hazzard," stuntman Jack can shed some light on what true adventure is all about. After learning the ropes, the Fiesta agent will help him prepare for another stunt and then be on hand to watch Jack fly.
During each mission and following its completion, agents upload content to the Fiesta Movement Web site or social media platform of their choice. Using www.fiestamovement.com, visitors can follow the ride by accessing the live feed feature to keep current on what the agents have to say about Fiesta and their missions.
Spreading the word
After kicking off the Fiesta Movement and embarking on their first missions in May, agents created a big impression in the social media world, including:
- More than 3.5 million video views on YouTube – up 25 percent since July
- More than 440,000 photo views on Flickr – up nearly 21 percent
- More than 2.7 million impressions on Twitter – up 17 percent
Agent highlights
Agents have been producing fun and entertaining content through social media to tell about their time with a Fiesta, including:
- Agent Hilary took a road trip in her Fiesta and went hang gliding off the same mountain she recently was married on: http://www.flickr.com/photos/hilabean/3733083061
- Agents Mandy and Joel blogged about interviewing NASCAR driver Carl Edwards, with a link to the video: http://fiestagroovement.blogspot.com/2009/07/carl-edwards-full-length-interview.html
- Agent Bryan R. tries out his Fiesta on the racetrack, with a view from inside the car: http://www.youtube.com/user/BRGT350#play/all/favorites-all/0/ATvtEVew2pI
Fiesta sales success
Fiesta is continuing its sales momentum as Europe's No. 2-selling car and Ford of Europe's top-selling vehicle, helping Ford's share in Europe's main 19 markets increase for the seventh consecutive month. Nearly 340,000 Fiestas have been sold since the car was launched last autumn, with 39,900 delivered to customers in July. In Germany, Fiesta also became the segment leader in July, the first time since the vehicle's market entry there in October 2008.
In Europe, the Fiesta name has long been synonymous with outstanding drive quality, design and value. The all-new Fiesta will take its three-decade heritage to U.S. consumers in 2010.
QUOTES:
"Our agents have shown they love a good adventure, but these missions push them further than they've gone before. We can't wait to see the great content they are going to come up with."
– Connie Fontaine,
Ford brand content and alliances manager
"Each month of missions and content on the Fiesta Movement Web site creates more buzz about the Fiesta coming to the United States. People love to tune in and see what the agents are doing with their Fiestas."
– 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/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.