Ford this summer began a series of Fiesta Lounges at hot spots, fairs, festivals and malls in Denver, Phoenix and Southern California to reintroduce its cars to consumers and remind millennials that Ford is more than just trucks. The three lounges, one for each market area, will continue to pop up until the end of November, sometimes staying open for up to two weeks at a time.
At each lounge, Ford is keeping the focus on Fiesta’s technological bona fides, design innovation and fuel efficiency, all important to the 16- to 35-year-old target demographic. The lounges are equipped with iPads for general web surfing and getting the details on Fiesta’s features, in addition to a simple data collection survey designed to identify possible buyers and hand-raisers.
Many stops feature live music as a part of the Gimme the Gig promotion, where local musicians get a chance to audition for big name music producer Don Was, and other stops feature the brand’s partnership with rally car driver Ken Block with t-shirt giveaways, signings and custom Ken Block sneakers. The ride and drive experience is all about the custom fun for consumers. When they get into the car, product specialists invite them to use Ford’s Sync technology to pair up their phones and/or music players with the Fiesta’s on board sound, phone and navigation systems so the ride and drive has each consumer’s custom soundtrack all set to go.
“The Fiesta Lounge allows us to target this consumer based on their passion points, but in a non-threatening environment so we can reintroduce the brand to markets that might not yet have our cars on the radar,” Tom Grill, US Western market area sales and marketing manager at Ford, told Buzz. “With mass media, it’s very difficult to get a consumer familiar with this car, but with these ride and drives, it helps them get the feeling you can’t get without the experience.” Agency: RMD Group, Bellflower, CA.