Ford's online
"Fiesta Movement" campaign -- for which 100 young drivers were given use of a Fiesta for six months -- has generated more than 2.8
million YouTube views, more than 365,000 views of photos on Flickr and more than 2.4 million Twitter impressions, Brent Snavely reports. And it still has a couple of months to run.
The drivers, who were picked from 4,000 applicants, can say whatever they want about the car, which launches in the U.S. next year. (The cars they're driving were imported from Europe.) They must
complete monthly missions and other assignments, however.
Ford's goal was to create awareness among the 70 million drivers born between 1979 and 1995. "We've got
awareness at a higher level than we would have expected," says Connie Fontaine, brand content and alliance manager for Ford. Indeed, 38% of people between the ages of 16 to 24 know that Ford
plans to launch a car called the Fiesta, says Art Spinella, president of CNW Marketing Research.
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