Power to the People! Fiesta Movement: A Social Remix Gives Control of New Ford Fiesta Ad Campaign to the People

Power to the People! Fiesta Movement: A Social Remix Gives Control of New Ford
                       Fiesta Ad Campaign to the People

PR Newswire

NEW YORK, Feb. 19, 2013

NEW YORK, Feb. 19, 2013 /PRNewswire/ --

  oFord introduces 2014 Fiesta through the unique voices and content of 100
    social influencers, making it Ford's first completely user-generated
    campaign

  oFiesta Movement: A Social Remix will feature material created exclusively
    by social influencers – in whatever form they choose; Ford will distribute
    the content through paid media, social media and experiential events

  oIn the new Ford Fiesta and Fiesta ST, agents will complete exciting
    challenges across major entertainment hubs including American Idol,
    Bonnaroo and all four summer versions of X Games – igniting conversation
    both online and off

Building on the groundbreaking social engagement program that launched the
Ford Fiesta in the U.S. in 2009, Ford now plans to introduce its new 2014
Fiesta through an innovative ad campaign created entirely by consumers.

To tell the new car's story, Ford announced today that it is seeking 100
social influencers, who – through a mix of paid media, social media and
experiential events – will convey the unique personality and attributes of the
new 2014 Ford Fiesta in an entirely different way. Ford made the announcement
at the Social Media Week convention in New York.

"Fiesta was designed to reflect the individuality of the customer, so we feel
the marketing efforts should give the reins to the people who will be driving
it," says Jim Farley, Ford Motor Company executive vice president of Global
Marketing, Sales and Service and Lincoln. "We have a fuel-efficient,
tech-savvy and stylish car that doesn't sacrifice on performance – it truly
has its own personality. That personality will come through in the stories and
experiences of real people."

Ford will partner with nationally prominent television, entertainment and
sports events including American Idol and X Games, legendary music festival
Bonnaroo, and other media and entertainment hubs where agents will be at the
center of the action.

Ford was the first automaker to truly introduce vehicles through social media
and now, the evolution of the Fiesta Movement takes the use of social channels
for reveal to an entirely new level. Building on the success of the initial
launch, Ford will give the agents a new Fiesta, then step back and let them do
what they do best: Entertain their followers. As a result, the voice of this
exciting new car will come straight from the people – making this the Blue
Oval's first completely user-generated campaign.

Fiesta attracts more Millennials than any Ford vehicle, and that means telling
its story in a way that is different from other models. Unlike other
campaigns, Ford will use content created only by selected influencers –
"agents" – then reveal it through multiple media channels and partners.

Social Media Week provides an ideal backdrop for Fiesta Movement: A Social
Remix. This worldwide event is designed to explore the social, cultural and
economic impact of social media. Since its inception five years ago, the event
has become a major forum for some of the biggest, most significant news in the
world of social media.

The new Fiesta Movement will bring together alumni from the highly acclaimed
original Fiesta Movement. The campaign will include celebrities, current
Fiesta owners and new agents – all carrying out a series of exciting missions
with the 2014 Fiesta. Ford will provide agents with gas, insurance coverage,
cameras and other tools they need to create content.

The missions – which will span the country throughout the year – are expected
to be seen on TV shows, social media sites and paid advertisements, and engage
millions of people. Over the course of the original Fiesta Movement, agents
traveled more than 1 million miles in Fiestas, created more than 50,000 pieces
of content, and generated nearly 30 million views through social media.

The next Fiesta Movement content will live on www.fiestamovement.com; Ford
will promote the content across multiple channels.

"Consumers – Millennials in particular – like being a part of the brands they
feel represent them," says Keith Koeppen, Ford advertising and media manager.
"This demographic is accustomed to creating content about their lives, so it
just makes sense to give their creativity a bigger platform with greater
scale.

"It's all part of the democratization of media," he adds.

Ford will kick off the campaign by recruiting agents – influencers as
expressive as the new car – who inspire their friends both online and off.
Agents will be selected based on their story and social prominence, among
other attributes, and through their voices they will help to shape the story
of the new 2014 Ford Fiesta.

Agents will debut the content they create on their own social pages, and then,
as it gains popularity, Ford will feature it on www.fiestamovement.com and
amplify the best of the best across digital, print, broadcast and outdoor
advertising. Any and all content can become part of the living, breathing
story of the new Ford Fiesta.

"We are giving agents the unprecedented chance to launch a car through the
content they create," says Koeppen. "The possibilities are limitless. For
example, if there's a video we really like, we can turn it into a TV
commercial, if there's a photo we think is really eye-catching, we can
incorporate it into a print campaign."

Unveiled at the Los Angeles Auto Show this past November, Ford's new Fiesta
redefines the segment with an available 1.0-liter EcoBoost^® engine, projected
40 mpg-plus fuel economy, an exciting new look, and class-exclusive technology
and special features that make it the most fun-to-drive car of its size.

Additionally, a new high-output variant of the award-winning 1.6-liter
EcoBoost four-cylinder engine propels the performance-minded Fiesta ST with an
estimated 197 horsepower and 214 lb.-ft. of torque.

About Ford Motor Company
Ford Motor Company (NYSE: F), a global automotive industry leader based in
Dearborn, Mich., manufactures or distributes automobiles across six
continents. With about 171,000 employees and 65 plants worldwide, the
company's automotive brands include Ford and Lincoln. The company provides
financial services through Ford Motor Credit Company. For more information
regarding Ford and its products worldwide, please visit
http://corporate.ford.com.

SOURCE Ford Motor Company

Website: http://www.ford.com
Contact: Craig Daitch, +1-313-594-7903, cdaitch@ford.com; or Dan Mazei,
+1-313-323-7365, dmazei1@ford.com