If you post, tweet, Pin, Instagram–whatever–you could be part of The 2014 Ford Fiesta ad campaign. The Fiesta is Ford’s European-inspired subcompact, and the automaker is hoping an innovative social marketing campaign will hit the sweet spot for the Fiesta’s target demographic, one that is assumed to be especially active in social media channels. Ford has said it will select 100 “agents” to help spread the word.
Keith Koeppen, Ford advertising and media manager, says Millennials like to be part of the brands that represent them. “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.” Ford will give the selected social media agents a 2014 Ford Fiesta to drive, gas, and cameras to help them document their experiences and create content. Agents will create content on their own social pages, and Ford will share selected content on www.fiestamovement.com.
Ford used the 2012 Los Angeles Auto Show to showcase the performance inspired 2014 Ford Fiesta ST. The Fiesta ST uses a highly-tuned 1.6-liter four-cylinder engine to produce 197 horsepower, plenty for the compact’s relatively light weight. The 2014 Ford Fiesta ST also features a leather-wrapped steering wheel and shifter, 17-inch sport wheels, and a 6.5-inch media screen. The question remains, is Ford’s campaign clever or corny?