To drive excitement and leads for the North American launch of the 2011 Ford Fiesta, Ford has launched a multi-tiered program of events in four Northeast markets—New England, Philadelphia, the New York/Tri-state area and Washington, D.C. The Fiesta Northeast tour, which launched in June and runs through the end of October, follows on the heels of the Fiesta Movement, the award-winning national campaign that put 100 agents behind the wheel of their own Fiesta for six months and had them document the experience on their social networks.
“This is an opportunity to do hyper-local promotions and tie in to the look and feel of our national launch with the Fiesta Movement, which was social-media driven and experiential, but on an individual level. We wanted to get into a regional basis, to bring it to consumers that we hadn’t had a dialog with before,” Amy Green, sales and marketing development specialist, East area market at Ford, told Buzz.
The program consists of Ford-sponsored events such as Boston Red Sox Fans Days or Philadelphia’s Fiesta Rocks concert in September, sponsored in partnership with Live Nation. In addition, local pop-up events at dealerships, festivals and local businesses take place in each market. At both types of events, consumers can test drive the vehicle with a product specialist on a closed circuit and check out its voice-activated Sync technology. Video cameras inside the cars capture the experience and upload content to thefordcast.com, Flickr, Twitter and the brand’s Facebook page.
A social media and social interactive element fosters conversations between the brand and consumers and generates buzz and feedback about the Fiesta. Four personalized Twitter accounts and FourSquare profiles update fans on where the tour is headed and share content. Consumers also are asked to check in on FourSquare or Gowalla and share their experiences via their own Twitter and Facebook accounts.
To individualize the experience, the tour developed a personality for each of the four markets that reflects the target consumer in those areas. Three dedicated vehicles and a road crew of six to eight people travel to each market. Trendy, hipster Tri-State residents who frequent art museums and weekend farmers markets, for example, test drive the Fiesta Lime Squeeze Hatch, Blue Flame Hatch and Tuxedo Black Sedan, which have been detailed with “tattoos” to reflect the personality of this market. Sporty, spirited, proud Philadelphia folk who jog in the park or escape to the beach on weekends, on the other hand, try out an appropriately decorated Lime Squeeze Hatch, Blue Flame Hatch and the Red Candy Sedan. New Englanders are casual, fun-loving and outdoorsy types; Washington, D.C. residents are preppy, connected and in the know.
Throughout the tour, Ford is giving away four new Fiestas, one in each market, to consumers who attend an event, support social media or sign up on thefordcast.com. Agency: Mr. Youth, New York City.