The new 2011 Ford Fiesta is almost here. The car will be available for purchase in the United States coming in the summer of 2010, however it's already a huge hit on the Internet. The 60-second television ad made its debut on May 18, 2010 during American Idol and two social media programs online have already made this car a star. The hype surrounding the Fiesta is unlike any other, and it's all thanks to the many ad campaigns promoting it. In the center of the massive broadcast, print, and digital ad campaign is the tagline, "It's a pretty big deal."
The introduction of the 2011 Fiesta started with the Fiesta Movement last year. One hundred Fiesta agents spent six months in the plush interior seats, behind the wheel of a Fiesta hoping to show why the Fiesta is better than its competition. The agents completed a variety of monthly missions to show the public why the Fiesta is a car worth having. After driving over a million miles and streaming their experiences, the Fiesta Movement was 4.3 million YouTube views deep, had over 540,000 Flickr views and had more than 3 million Twitter impressions.
Ford also promoted a nationwide test-drive program that allowed 162,000 customers participate in social interactions with the Fiesta and 35,000 to actually test-drive the vehicle.
Ford is now expanding the Web site to include webisodes featuring agents from the Fiesta Movement proving why the Fiesta is superior to the competition. Over 337,000 people viewed the first 6 webisodes since they were added to the Web site last week.
Print ads claim the Ford Fiesta gets 40 miles to the gallon when 21 hybrids do not and puts $50,000 cars to shame with its new-world technology. It has been certified by the EPA at 40 mpg highway, which makes it the most fuel-efficient vehicle in its class. Look for ads in a variety of publications including women's and men's magazines such as In Style and Maxim.
Ford is now working on the Fiesta Movement Chapter 2, which consists of 20 teams of two agents that were selected from over 1,000 applicants. They're instructed to interact with consumers online and offline and bring the Fiesta to different communities with the goal of redefining the way Fiesta is released to the market. After the teams complete a challenge, agents must create and upload their content online at FiestaMovement.com where followers can view and keep up with their favorites. Some of the challenges included racing a Fiesta and a Lamborghini around curves, and seeing which car could pack more cargo, the Fiesta or the Civic.
Visitors to the Web site can narrow down videos to watch by selecting which needs are important when thinking of purchasing a car, then watching as the Fiesta satisfies them. These filters include things like "fun to drive," "good looks," "cool tech" and "no keys necessary." Viewers can watch as the Fiesta outlasts the Nissan Versa with one gallon of gas in each tank and unlocks and starts faster than a Yaris and a Fit, thanks to its keyless entry and starting capabilities.
Other features the Ford Fiesta possesses includes seven standard air bags, which is more than any compact car in its class. This includes side curtain airbags and even an airbag at the driver's knees. It also features a protective "safety cage" made of Boron (an element so strong it's used in the aerospace industry) that surrounds the driver and passengers. It also has a thoughtfully designed interior, complete with a cell-phone inspired center console, painted metallic accents, soft-touch materials and durable seat fabrics. Optional features include front heated leather-trimmed seats, SYNC in-car connectivity system and Intelligent Access with push-button start.
With all the features the Ford Fiesta offers and all the hype surrounding it's release, it's certain the vehicle will be a hit once it hits local Cleveland Ford dealerships. It's unique online marketing campaign and print ads have grabbed the attention of many consumers who are ready for an innovative vehicle like the 2011 Ford Fiesta. However, only time will tell how much the social media networks, videos and bold print ads have helped the Fiesta get ahead of the competition.
