May 11, 2009 - Ford is launching an aggressive eight-month consumer grassroots test drive tour as part of the Fiesta Movement, the company's social media campaign to build awareness for the new Fiesta launching next year.
"The Fiesta Movement is about bringing a fuel-efficient, fun new car to the people to experience," Connie Fontaine, Ford Brand Content and Alliance Manager. "Our goal is to conduct 100,000 consumer test drives by the time that we reveal the North American production version later this year."
From May to December, five regional test drive teams representing the Fiesta Movement will travel across the country to engage consumers with the opportunity to test drive a European-specification Fiesta. The teams will visit at least 100 cities over the eight months, with a goal of 100,000 test drives overall. Stops will be in small towns and big cities, as well as at major and regional events and festivals.
Along with the vehicle drives, each test drive location will be a free wireless internet hotspot for visitors. This will allow visitors to share their Fiesta experiences immediately following the drive, providing the online community real-time updates about the test-drive events.
"Providing digital capabilities at each test drive location is symbolic of the way that the Fiesta Movement connects consumers to each other and facilitates two-way communication between Ford and potential customers," Fontaine explained. "This campaign is about providing honest reviews and accessible outlets to promote and learn about the Fiesta."
Five teams comprised of five Ford Fiestas that will criss-crossing the country from event to event. For the larger major events, multiple test drive teams will pair up in order to meet higher consumer traffic and demand. Other stops will be set up by individual teams working to "intercept" consumers at locations such as amusement parks, shopping centers, college campuses and other high-traffic areas.
Those who complete a test drive will receive a downloadable music playlist that was compiled with the Fiesta and its audience in mind. Test drivers also will be eligible to win the grand prize - two all-expense paid trips for two to attend top music festivals in Chicago, New Orleans and Indio, Calif. Trips also include VIP/backstage passes and VIP access to Spin magazine's after party for the events selected.
Information about drive stops, including monthly calendars, is available on www.fiestamovement.com under the "Ride & Drive" section. Visitors to the site can also sign up to receive test drive updates, as they become available.