FIESTA MOVEMENT AGENTS SURPASS 1 MILLION MILES, SHOW THAT THEY GO HAND-IN-HAND WITH ADVENTURE

FIESTA MOVEMENT AGENTS SURPASS 1 MILLION MILES, SHOW THAT THEY GO HAND-IN-HAND WITH ADVENTURE

IMAGES: Available at www.media.ford.com and www.flickr.com/photos/fiestamovement.

SUMMARY:

  • Ford Fiesta Movement September missions had agents taking on an urban adventure in Chicago with Outside Magazine, putting their Fiesta to the limit at Las Vegas Motor Speedway and experiencing zero gravity with Zero-G
  • Since the Fiesta Movement launched in April, agents have traveled more than 1 million miles across the country
  • More than 28,000 consumers have test driven a Ford Fiesta as part of the Fiesta Movement’s test drive tour, which is scheduled to visit at least 200 cities through December
  • Fiesta Movement agents enter their final month of missions in October with missions planned around the theme of entertainment

CONTEXT / BACKGROUND:

Fiesta Movement agents have traveled more than 1 million miles, and they surpassed that mark as they were completing their adventure-themed missions for September. These missions weren’t easy, but they were definitely fun and unusual. Agents tried their hand at racing at Las Vegas Motor Speedway, went sailing in Chicago with Outside Magazine and even experienced what zero gravity feels like.

As part of the Fiesta Movement social media initiative, 100 young trendsetters are test driving and living with a European-spec Ford Fiesta for six months, traveling as agents on special missions. They then go on to relate their experiences through a variety of social media sites. Throughout the Fiesta Movement, agents have generated more than 4.8 million YouTube views, more than 600,000 Flickr views and nearly 3.2 million Twitter impressions.


DETAILS:

September missions had agents doing new things that got their blood pumping and their adrenaline running. Fiesta Movement agents are known for trying out the unusual, but these missions took that to a new level.

People are paying attention to the content the agents post on www.fiestamovement.com, with Fiesta Movement agents generating more than 4.8 million YouTube views, more than 600,000 Flickr views and nearly 3.2 million Twitter impressions.

Videos that pushed the limits of creativity include:

  • “Outside Magazine: Chicago,” by Derek D., who teamed up with a staffer from Outside Magazine to have an urban adventure in Chicago, complete with a sail on Lake Michigan.

    Derek D. started off his adventure by meeting up with a graphic designer from Outside Magazine at a marina. After getting situated on the boat and helping get the sailboat out of the marina, Derek D. began to take in the scenery and enjoy the sail, and he’s quick to point out the viewer should be jealous of this awesome experience. Check out “Outside Magazine: Chicago” at http://fiestamovement.com/missions/view/638.

  • “Who Needs Gravity,” by agent Natasha T., who took on an adventure that’s (almost) out of this world, by showing viewers the closest thing to zero gravity at Zero-G.

    Following a 32-hour road trip to Houston, Natasha was ready to experience what zero gravity felt like with the company Zero-G. Natasha had her symptoms of hypoxia (loss of oxygen supply) tested, then headed to the airplane that would simulate the loss of gravity. After achieving zero gravity, Natasha flashes a bright smile and thumbs-up to show her delight. Check out “Who Needs Gravity” at http://www.fiestamovement.com/missions/view/646.

  • “What Happens in Vegas, Stays in Vegas…Unless…,” by agents Brad and Emma, who set out on an adventure to Sin City, where they headed to Las Vegas Motor Speedway to see how the Fiesta would look zooming around the track.

    With two friends along for the ride, Brad and Emma put their Fiesta to the track test. They drove around the superspeedway and bullring to see what their Fiesta could handle, and had a blast in the process. Check out “What Happens in Vegas, Stays in Vegas…Unless…” at http://www.fiestamovement.com/missions/view/637.

October missions – entertainment
Fiesta Movement agents are entering their final month of missions, and October has them having a blast with missions planned around the theme of entertainment. Missions include hanging out in the recording studio with Jukebox the Ghost, creating a music video for the band Parachute and watching them perform live and visiting Turn10 Studio, Microsoft’s racing studio. Throughout the month and after its completion, followers can keep up with agent activity on the Fiesta Movement Web site’s live feed – www.fiestamovement.com.

Chance to drive a Fiesta
With a kickoff in May and running through December, five regional test drive teams representing the Fiesta Movement are traveling across the country to engage consumers with the opportunity to test drive a European-spec Ford Fiesta.

The Fiesta Movement test drive is drawing huge numbers by engaging more than 137,000 consumers, with more than 28,000 taking a Fiesta for a test drive.

The teams are visiting at least 200 cities over eight months, stopping in small towns and big cities, as well as making appearances at major and regional events and festivals. Information about drive stops, including monthly calendars, is available on www.fiestamovement.com under the “Test Drive” section. Site visitors also can sign up to receive test drive updates as they become available.


QUOTES:

“These adventure mission videos are fantastic, in every sense of the word. They put the agents in their element and let them share the Fiesta story in an exciting way.”

– Connie Fontaine,
Ford brand content and alliances manager

“Our test drive tour is achieving exactly what we set out to do – build awareness for the Fiesta and let people experience it. They can see it, touch it and most importantly, experience it.”

– Jeff Eggen,
Ford car experiential marketing manager

Follow the Fiesta Movement:
YouTube: www.youtube.com/fiestamovement
Flickr: www.flickr.com/photos/fiestamovement
Facebook: www.facebook.com/fiestamovement
Twitter: www.twitter.com/fordfiesta

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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 201,000 employees and about 90 plants worldwide, the company’s automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.

Oct. 27, 2009

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