This month, Ford will be announcing a groundbreaking marketing plan for the upcoming new "B-Car," the Ford Fiesta. To begin building consumer awareness and excitement for the Fiesta well in-advance of its US launch in 2010, Ford is importing 145 European-built Ford Fiestas. These vehicles are being used in 3 ways:
· The Fiesta Movement: 100 Fiestas are being given to 100 young, technologically savvy, and socially vibrant consumers - spread throughout the US - for free extended test-drives. From May-November, these "Fiesta Movement Agents" will be very active in exposing the Fiesta to both their local and online social networks and communities. The Fiesta Movement Agents were selected from over 4,000 applicants. You can learn more about the Agents and follow their adventures on fiestamovement.com.
· Fiesta Discovery Tours: 25 Fiestas will be utilized for 5 regionally based mobile test drive tours. Between May and December 2009, over 500 Fiesta test-drive experiences will be held across the country. The Fiesta Discovery Tours will allow approximately 100,000 consumers to learn about and drive the new Fiesta prior to the US market launch. The schedule of Fiesta test drive events will be posted on fiestamovement.com/ride-and-drive. Customers who wish to receive an e-mail notification of test drive timing in their area can register on fiestamovement.com.
· Marketing Events: the remainder of the Fiestas will be making appearances at auto shows, Drive One Tour stops, and other Ford marketing events this year.
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