FORD MIXES FASHION, STYLE AND 2011 FORD FIESTA AS PART OF "INSPIRED BY COLOR" CAMPAIGN
- Ford is hosting a casting call to find the most unique and stylish individuals to represent the 2011 Ford Fiesta for an "Inspired By Color" program which takes place this week on Howard University's campus in Washington, D.C.
- Five individuals will be selected and will appear in a national advertisement for the Fiesta which will hit TV screens this Spring
- R&B Singer LeToya Luckett, eBay Style Director Constance White, Fashion Innovator and Parrish Clothing Founder Tony Shellman and Ford Fiesta Designer Kevin George to serve as official judges for the program along with Event Host Kenny Burns
- The Fiesta goes on sale this summer and features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers' expectations
WASHINGTON, DC. April 12, 2010 – Imagine using a vehicle that comes in colors like Lime Squeeze, Bright Magenta, Red Candy and Yellow Blaze as your inspiration while getting dressed. Imagine if your personal style and your understanding of the vehicle could land you in one of Ford Motor Company's upcoming national television spots.
Ford is offering the chance for five unique and stylish individuals to do just that as the company kicks off Inspired By Color, a casting call event tied to the 2011 Ford Fiesta that will take place on Howard University's campus this week in Washington, D.C.
Inspired by Color invites participants to let the fresh design and colors of the new Fiesta inspire them as they show off their unique style while tying it back to the colors and distinct features of the Fiesta. Participants will show up to Day One of the casting call where they will flex their style muscle for the chance to be one of 30 individuals selected for Day Two of the casting call event. Ultimately, five finalists will be selected by a panel of judges that will include R&B Singer LeToya Luckett; Fashion Powerhouse and eBay Style Director Constance White; Fashion Innovator and Parrish Clothing Founder Tony Shellman and Fiesta Designer Kevin George.
We wanted to create a unique program that truly embodies the spirit of the Fiesta, said Crystal Worthem, multicultural marketing manager, Ford Motor Company. This program allows us to tap into the distinct features and style of the vehicle in a way that is relevant to some of the target consumers of this vehicle. We are excited about the opportunity to hold such a massive casting call in a city that speaks fashion, while also bringing along some of the experts in the field of fashion to help us execute the program.
A mixture of local radio, targeted online/mobile, posters and street teams were deployed in order to create awareness and buzz around the "Inspired By Color" casting call. Potential participants were then directed to www.fordurban.com where they had to view the car, including some of its class-leading technologies and features and then select the color that inspired them the most. Once they've chosen a color, they will wear an outfit they've been inspired to put together to the casting call.
In addition to the panel of celebrity judges, a team of "Fashionista's," which includes Project Runway Star Michael Knight will comb the line of attendee's to select individuals to provide sound bytes live from the event.
The program will also include a custom interactive eZine entitled Inspired By Color that will launch following the campaign and will recap the entire program with additional issues to follow leading up to and immediately after the 2010 BET Awards.
The event will take place April 13-15 on Howard University's campus, Undergraduate Library Rooftop. Pre-Registration is now closed but limited walk-ups are available on April 13.
For more information on the program, please visit www.fordurban.com
2011 Ford Fiesta: A hit before leaving the gate
Thanks to the success of the Fiesta Movement social media initiative – which has generated more than 6.2 million YouTube views, more than 750,000 Flickr views and nearly 4 million Twitter impressions – more than 100,000 people have already expressed an interest in the 2011 Ford Fiesta.
Going on sale this summer, the all-new Fiesta features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. Featuring class-leading technologies and a projected best-in-class highway fuel economy of
40 mpg, Fiesta brings efficiency and convenience together in one package.
It’s also designed to be versatile, personal and adaptable. In fact, Fiesta is expected to deliver best-in-class convenience and connectivity with the segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.
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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 198,000 employees and about 90 plants worldwide, the company’s automotive brands include Ford, Lincoln, Mercury and until its sale, Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com .