Ford "Fiesta Movement" Seeking 100 Not-So-Secret Agents
by KBB.com Editors | February 23, 2009 12:45 PM
While the new Ford Fiesta won't formally arrive here until next year, Ford Motor Company has launched a new program that will put 100 of these stylish new compacts into the hands of influential Millenials for an early evaluation starting this spring. The automaker is hoping to have this select group of young, "socially-vibrant Fiesta Movement Agents" pass along details of the various "missions" to members of their peer group via online media sites like YouTube, Flickr and Facebook. According to Sam De La Garza, Ford's small car marketing manager, "The Millennials are an emerging market force, with 11,000 reaching driving age every day. It's the most important demographic trend since the Baby Boomers, and it represents one of the greatest opportunities for Ford." Beyond a 1980-or-beyond birthdate, anyone hoping to secure a seat on one of these pre-launch Fiestas will have to submit a short video explaining why they deserve "Agent" status. Over 1500 have already signed up for consideration and Ford will continue to accept applications through March 13th. Full details can be found at www.fiestamovement.com.