FIESTA MOVEMENT CHAPTER 2 KICKS OFF; FIRST MISSION HAS AGENTS SHOWING OFF FAVORITE CITY HOTSPOTS

FIESTA MOVEMENT CHAPTER 2 KICKS OFF; FIRST MISSION HAS AGENTS SHOWING OFF FAVORITE CITY HOTSPOTS

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SUMMARY
  • Fiesta Movement agents kick off Chapter 2. In the first mission, Fiesta becomes the agents’ passport to explore what makes their city buzz. Agents will create a wallscape mural that doubles as a guide to their top 10 favorite places in their city
  • Once each map is completed, it will be highlighted through a variety of media. Followers will be able to attend an event at one of the selected locations with other Fiesta Movement fans
  • The 2011 Ford Fiesta goes on sale this summer offering best-in-class fuel economy, 15 class-exclusive technologies and personalization, all in a small car package
CONTEXT / BACKGROUND
The Fiesta Movement is back, and the new agents are ready for some action. Fiesta Movement Chapter 2 has 20 teams of two agents bringing the 2011 Fiesta to life through missions inspired by the new small car from Ford. A natural progression from phase one of the Fiesta Movement, missions will be centered on each team’s city, with agents tapping into their local communities to help execute and promote missions.
DETAILS
Fiesta marks the spot
Fiesta Movement agents are ready to kick-start their adventure, and their first mission has them showing off why Fiesta is all about urban adventure. Agent teams will create a wallscape mural that doubles as a functional guide to their 10 favorite places and activities that make their city buzz. Many teams have partnered with local artists and graphic designers to bring their map to life.
 
The mural will be in place for three weeks and during that time each agent team will host an event at one of the featured locations, where the community can meet the agents and fellow Fiesta Movement followers. Followers will be able to check in at the wall mural and each of the 10 locations via FourSquare. Each mural will also be tagged with a unique SMS code, which fans and followers can text for more information.
 
Throughout the mission, agents will document their adventure and post it on their team page where fans and followers can be part of the experience online at www.fiestamovement.com. The best content will be recognized based on community engagement and online consumer interaction and will then be amplified locally and nationally.
 
The wallscapes will be featured at:
Atlanta – 755 Ponce de Leon Avenue NE
Boston 1486 Tremont Street
Chicago Intersection of N Milwaukee Avenue & W Evergreen Avenue
Chicago – 2500 N Halsted Street
Dallas 2820 Greenville Avenue
Denver 3900 W Colfax Avenue
Detroit 323 E 4th Street
Houston 811 Richmond Street
Los Angeles 7753 Melrose Avenue
Los Angeles Intersection of Ocean Front Walk & 19th Avenue
Miami 46 NW 36th Street
New York Church Street (between Spring Street & Houston Street)
New York– Intersection of Classon Avenue and Greene Avenue
Orlando – 730 N Mills Avenue
Philadelphia 1108 South Street
Philadelphia Intersection of W Girard Avenue & N Mascher Street
Phoenix 301 North Gilbert Road (Gilbert, AZ)
San Diego – Intersection of 30th Street & Redwood Street
San Francisco – Intersection of 26th Street & Mission Street
Seattle – Intersection of 2nd Avenue and Bell Street
 
Fiesta has it all – and more
Going on sale this summer, the all-new Ford Fiesta features a vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. With 15 class-exclusive technologies and projected best-in-class highway fuel economy of 40 mpg, Fiesta brings efficiency and convenience together in one package.
 
Fiesta is designed to be versatile, personal and adaptable. In fact, Fiesta will deliver best-in-class convenience and connectivity with Ford segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.
 
Already more than 9,000 consumers have made reservations for the Ford Fiesta – half of them from non-Ford customers – and more than 100,000 handraisers are showing an interest in the new fuel-efficient car. Customers can begin placing orders for the new Fiesta today through their local Ford dealer.
 
QUOTE
“This mission clearly displays how Fiesta Movement Chapter 2 bridges the offline and online communities. People around town will get to check out the wallscape, and online followers can take part in the action, too.”
– Connie Fontaine, Ford Brand Content and Alliances manager
Follow the Fiesta Movement:
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 198,000 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.

March 26, 2010

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