automotive

Ford's Fiesta Is Headed For The Hills Of Tennessee

Ford Fiesta

Ford is leveraging the connection between music lovers and its Fiesta with partnerships and activities that mirror the Fiesta Movement social media campaigns that have been running for a year.

After placing the 2011 model in the 10th annual "Movement: Detroit's Electronic Music Festival" last weekend in Detroit, Ford will highlight the Fiesta as part of its exclusive automotive partnership with the Bonnaroo Music and Arts Festival.

That festival, which takes place June 10-13 on a 700-acre farm, is one of the two biggest (with Coachella)75,000 attendees at the Manchester, Tenn. space.

"The target consumers for Fiesta are huge music fans, and our goal is to connect with that community in a fun and meaningful way," said Jeff Eggen, Ford's car experiential marketing manager, in a statement. "We want Fiesta to be a natural part of the scene so that it can be understood.

advertisement

advertisement

"The Fiesta Movement enabled people to discover the car in a natural way while having fun with their friends," he said. "We [are doing] the same thing at these music festivals -- give people an opportunity to interact with the new Fiesta and let them spread the word to their family and friends."

At the Detroit event, Ford had a venue called "Fiesta Lounge" with music piped live from the main stage and local artists painting Fiestas.

At Bonnaroo, Ford will have the "Fiesta Garage," a '70s-themed space where performers will hold forth about their processes. The Bonnaroo element is tied to Ford's Fiesta Movement program. One of the bands that will be at the Garage is the winner of a second-phase Fiesta Movement program, where the "Fiesta Agents" had to choose a musician, DJ and/or band to host concerts in their local community.

Ford will also have a fleet of Fiestas at Bonnaroo that will transport staff, VIPs and artists. Bonnaroo has 28 sponsorship partners, including Budweiser, Canon, Chase, Ben and Jerry's, and Vitaminwater.

Next story loading loading..