Ford Prices Fiesta, Launches 'Fiesta Movement Chapter Two'
As part of its debut appearance in Los Angeles, Ford announced pricing for its new 2011 Fiesta and followed the numbers story up with news that it would leverage the success of its original Fiesta Movement viral campaign with an even more ambitious marketing effort. On the pricing front, the Fiesta will open at $13,995 for the S sedan, $14,995 for the SE sedan, $15,795 for the SE hatchback, $16,999 for the SEL sedan and $17,795 for the SES hatchback when it goes on sale this spring. Adding the slick six-speed PowerShift automatic bumps those figures by $1,070.
As for Chapter Two of the Fiesta Movement, it will involve a similar kind of online social media approach but with the intent of actually generating concepts that will be used in subsequent Fiesta advertising and promotion. Ford is currently looking for 20 two-member teams with "creative vision and passion for the Fiesta" who will complete a series of "missions" and create buzz-worthy content aimed at putting the Fiesta on potential customer shopping lists. As in the original campaign, the selected pairs of agents will have access to a car, gas and insurance for the duration, but this time around, the payoff will see each member of the winning team drive off in a new Fiesta. According to Connie Fontaine, Ford brand content and alliances manager, "The first chapter was about developing awareness, and now it's about driving unparalleled consideration. These teams are going to be made up of part-thinkers, part-social butterflies. New agents will create content that taps into the unique cultures in each city, all the while sharing their experiences with Fiesta." With Chapter Two, Ford hopes to eclipse the results of the original Fiesta Movement, which generated over 6 million views on You Tube, more than 3.7 million Twitter impressions and nearly 740,000 Flickr views. Ford is accepting applications from would-be agents until January 31, 2010, with the actual program set to commence in mid-February. For more information, visit fiestamovement.com.