A car for the Twitter generation
Ford is hoping to sell its Fiesta car in the US with the help of the blog posts, tweets and Facebook updates of 100 people who will share their experiences online as part of the Fiesta Movement campaign. The hundred cars were made at Ford's plant in Cologne, Germany. Future US models will be built in Cuautitlán in Mexico.
The Fiesta will bring Europe's "small cars can be cool" idea to America next year, and Ford wants to generate excitement before it arrives. But instead of handing the keys over to automobile journalists, as carmakers looking for publicity traditionally do, Ford has invited young people to live with the car for six months and tell the world about it.
"While we're trying to build awareness for the vehicle with the Fiesta Movement campaign, there's something bigger happening here," Scott Monty, Ford's social-media manager, told Wired. "We're also going to be building broader awareness of Ford." Like all its rivals in Detroit and around the world, Ford knows it needs to reach the Web generation if it is to survive.