News Headings
- Fiesta Movement agents and their Twitter friends gathered at the Palladium in
West Hollywood Tuesday night and set a new Guinness World Record for the “most
attendees at a tweetup”
- Ford’s Fiesta Movement Awards Celebration provided attendees with a sneak peek
of the North American Fiesta in advance of its reveal at the Los Angeles Auto
Show
- Fiesta Movement agents have traveled more than 1.4 million miles and have
generated more than 6 million YouTube views, nearly 740,000 Flickr views and
more than 3.7 million Twitter impressions
LOS ANGELES, Dec. 3, 2009 – Biggest. Tweetup. Ever. When Ford Motor Company
hosted its Fiesta Movement Awards Celebration at the Palladium in West Hollywood
Tuesday night it also set a Guinness World Record for the most attendees at a
tweetup. A tweetup is any gathering of two or more people who know each other
through Twitter, and this unprecedented event brought together 1,149 Fiesta
Movement agents and Twitter friends.
“Time and again, our Fiesta Movement agents have shown how social media,
adventurous spirit and unbridled enthusiasm can bring people together in new,
exciting ways,” said Connie Fontaine, Ford brand content and alliances manager.
“Never before has a group of car owners created such a sustained buzz for a new
car. We’re thrilled to celebrate their collective accomplishment.”
In addition to the tweetup milestone, the event’s attendees also honored their
favorite Fiesta agent, Courtney Force.
The Fiesta Movement Awards Celebration also provided attendees with a sneak peak
of the new Fiesta in advance of its reveal at the L.A. Auto Show. The Fiesta for
the North American market shares the European model’s kinetic design, platform,
performance and driving dynamics. Its body structure underwent minor adaptations
to meet unique North American safety standards.
“Over the past six months, our Fiesta agents have shown a lot of love for their
cars, which were European spec,” said Fontaine. “Judging from their reception
for the North American model, that love affair will flourish in the coming
year.”
Building buzz
As part of the Fiesta Movement social media initiative, 100 young trendsetters
are test driving and living with a European-spec Ford Fiesta for six months,
traveling as agents on special missions. They then go on to relate their
experiences through a variety of social media sites.
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles
and have generated more than 6 million YouTube views, nearly 740,000 Flickr
views and more than 3.7 million Twitter impressions. The Fiesta Movement and
test drive program has resulted in more than 80,000 hand-raisers.
FIESTA MOVEMENT AWARDS CEREMONY RECOGNIZES TERRIFIC MISSION VIDEOS, PHOTOS
Fiesta Movement Awards Celebration
- Fiesta Movement agents and friends took part in the Fiesta Movement Awards
Celebration Tuesday night, an event to mark their experiences and hard work over
the last several months
- Agent Natasha T. won "Best Body of Work – Videos" for her set of monthly mission
videos. Other awards presented included one for each monthly mission theme,
"Best Body of Work – Photos" and a "People's Choice" award
- Current TV and Current TV Online will play event highlights today at 8:30 p.m.
PST
LOS ANGELES, Dec. 2, 2009 – Fiesta Movement agents are known for their creative
videos and photos that push the limits, and at an awards ceremony at the
Palladium in L.A. last night, that creative content was honored. Whether it was
helping out a charity, checking out a space shuttle launch or even getting
married, Fiesta Movement agents showed the online world they know how to produce
exciting content.
"This was the perfect way to say thank you to our agents," said Connie Fontaine,
Ford brand content and alliances manager. "We also got to present awards to
agents whose videos went above and beyond our expectations, and really captured
the spirit of Fiesta."
Awards presented include:
Best Body of Work – Videos Natasha T. won for the following
videos:
Best Body of Work – Photos Agent Beto won this category. Using
shots from all over San Francisco to pictures taken on a cross-country road
trip, Beto made sure to show his Fiesta in the best light. And most importantly,
in unique and fun settings. Check out his photostream at
http://www.flickr.com/photos/mooncricketfilms.
Best Travel Mission Agents Brad and Emma won for their video
"Neither Rain Nor Snow." Acting as "mules" for the day, they delivered packages
from Harry & David to the National Guard Armory, and got a "taste" of Harry &
David along the way. At the company's headquarters in Medford, Ore., Brad and
Emma worked on the conveyor belt helping make the gourmet treats, than packaged
them up and delivered the food:
http://www.fiestamovement.com/missions/view/24.
Best Technology Mission Agent Ryan won for his video "Will It
Blend?" Taking his Fiesta to Blendtec's headquarters in Orem, Utah, Ryan got the
latest on the technology that makes the company's blenders puree, whip, chop and
blend up whatever you put into them. He was even asked to find something
Fiesta-related to blend:
http://www.fiestamovement.com/missions/view/118.
Best Style and Design Mission Agent Hillary won for her video
"Heavens to Etsy." Chronicling her journey from California to Tennessee to
elope, Hillary shares the couple's adventures along the way and the honeymoon
after. With a little help from the Web site www.etsy.com, they prepped for the wedding before
setting out: http://www.fiestamovement.com/missions/view/348.
Best Social Activism Mission Agent Hugh's video, "To Moms, With
Love," won this award. Working to raise awareness for Mrs. Dude's Boob Fund, a
charity that aids cancer research and stricken families, Hugh sets up camp at
the Sioux Empire Fair in South Dakota. Free T-shirts, a good cause and a good
heart make this video a winner:
http://www.fiestamovement.com/missions/view/488.
Best Adventure Mission Agents Brad and Maria's video for the
mission, "See Ya Later Alligator," won this award. On a trip to Gatorland theme
park in Florida, these agents take a walk on the wild side and learn how to
wrestle with alligators. Watch your hands!:
http://www.fiestamovement.com/missions/view/525.
Best Entertainment Mission Agent Jody's video for her mission,
"Big Tempin' with Jordan Carlos," ruled this category. In a rap video about
living the life of a temp, Jody puts her skills to the test – and succeeds. She
makes sure to touch on all aspects of office life, in a humorous and creative
way:
http://www.fiestamovement.com/missions/view/760.
People's Choice The award went to Courtney Force. As voted on
by Fiesta Movement fans and followers at www.fiestamovement.com, Courtney's missions included
organizing a can drive, testing out her feng shui design skills and showing off
all the cool technology on her Fiesta. Check out her profile here:
http://fiestamovement.com/agents/view/15.
Other awards handed out at a dinner before the ceremony include:
For Fiesta Movement followers who want to see the awards ceremony, Current TV
(check your local listings) and Current TV Online –
www.current.com – will play
highlights from the ceremony today at 8:30 p.m. PST.
Building buzz
As part of the Fiesta Movement social media initiative, 100 young trendsetters
are test driving and living with European-spec Ford Fiestas for six months,
traveling as agents on special missions. They then go on to relate their
experiences through a variety of social media sites.
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles
and have generated more than 6 million YouTube views, nearly 740,000 Flickr
views and more than 3.7 million Twitter impressions. The Fiesta Movement and
test drive program has resulted in more than 80,000 hand-raisers.
FORD BUILDS ON SUCCESS OF FIESTA MOVEMENT WITH CHAPTER TWO; APPLICATIONS NOW
BEING ACCEPTED
- Ford is using the success of the first chapter of Fiesta Movement to create a
second chapter by enlisting new agents to generate excitement for Ford’s new 40
mile per gallon car, the 2011 Ford Fiesta
- Selected agents will include 20 teams who will set out to complete a series of
missions to create buzz-worthy content for the new Ford Fiesta
- Interested consumers can submit video applications on
www.fiestamovement.com
through the end of January
LOS ANGELES, Dec. 2, 2009 – If you thought Fiesta Movement agents rocked the
social media world this past six months, just wait until the second chapter when
20 new agent teams begin spreading the word about the Ford Fiesta. A new group
of agents will be enlisted to engage their local communities by developing
communications about Fiesta, leveraging social media as the means to spread the
word about Ford’s all-new 40 mpg car.
“The first chapter was about developing awareness, and now it’s about driving
unparalleled consideration,” said Connie Fontaine, Ford brand content and
alliances manager. “We want to put Fiesta on the shopping list.”
Twenty teams of agents in major markets across the country will complete a
series of missions, where they will compete in challenges online and locally
that immerse them in cultural movements, allowing them to ignite passion into
their communities through social media while opening the discussion about
Fiesta.
After completing the challenge, agents will produce and place the creative
content on
www.fiestamovement.com. The best content will be recognized based on online
consumer interaction and consumers’ opinions about their work. Applications can
be submitted on
www.fiestamovement.com starting today and running through Jan. 31. The
program launches in mid-February.
Mr. or Ms. Right
These new Fiesta Movement agents are socially vibrant individuals who are in
tune with the latest happenings in their own communities and are followers of
the first chapter of Fiesta Movement. “These teams are going to be made up of
part-thinkers, part-social butterflies,” said Fontaine. “New agents will create
content that taps into the unique cultures in each city, all the while sharing
their experiences with Fiesta.”
The new agents give Ford an opportunity to create a dialogue that is
consumer-driven, and engages people with the Fiesta. “People are talking about
our brand right now,” Fontaine said. “Fiesta Movement Chapter Two lets us be
involved in that discussion.”
Building buzz
Throughout the Fiesta Movement, agents have traveled more than 1.4 million miles
and have generated more than 6 million YouTube views, nearly 740,000 Flickr
views and more than 3.7 million Twitter impressions. The Fiesta Movement and
test drive program has resulted in more than 80,000 hand-raisers.
THE BEST OF FIESTA MOVEMENT: AGENT HIGHLIGHTS FROM A SIX-MONTH JOURNEY
IMAGES: Available at www.media.ford.com and
www.flickr.com/photos/fiestamovement.
SUMMARY:
- Ford Fiesta Movement agents had a blast during their six months with the
European-spec Fiesta, which is made clear through the creative and fun videos
and blogs posted on
www.fiestamovement.com
- Since the Fiesta Movement launched in April, agents have traveled nearly 1.4
million miles across the country
- More than 140,000 consumers have engaged with the Ford Fiesta as part of the
Fiesta Movement's test drive tour, which is scheduled to run through December
- Fiesta agents will gather in L.A. on Dec. 1 for an awards ceremony that will
recognize them for their contributions
CONTEXT / BACKGROUND:
Six months ago, Fiesta Movement agents met their Fiesta, hit the road and
started their adventures. Missions ranged in theme from social activism to
entertainment, and they captured it all online for followers to see.
As part of the Fiesta Movement social media initiative, 100 young trendsetters
have been test driving and living with a European-spec Ford Fiesta for six
months, traveling as agents on special missions. They then go on to relate their
experiences through a variety of social media sites. Throughout the Fiesta
Movement, agents have generated more than 5.7 million YouTube views, more than
710,000 Flickr views and more than 3.4 million Twitter impressions. They have
traveled nearly 1.4 million miles in their Fiestas.
DETAILS:
The Ford Fiesta Movement encouraged agents to get out and have fun with their
Fiesta, and that was no problem for these 100 socially vibrant Millennials.
People are paying attention to the content the agents post on
www.fiestamovement.com,
with Fiesta Movement agents generating more than 5.7 million YouTube views, more
than 710,000 Flickr views and more than 3.4 million Twitter impressions.
The Fiesta highlight reel includes adventures from the Fiesta Movement:
- Agent Natasha used lavish costumes, arresting imagery and the contrast between
gluttony and hunger in the world to illustrate the need for Meals on Wheels.
Dressed in costumes, Natasha and some of her friends piled into her Fiesta to
deliver food to those in need. Check it out here:
http://www.fiestamovement.com/missions/view/391
- Agents Marc and Jennifer traveled Detroit and its suburbs to show off their
favorite area and set their video to a song about what they saw along the way.
Stops include the Detroit Institute of Arts, Tiger Stadium, Michigan Central
Station and the Spirit of Detroit statue. Check it out here:
http://www.fiestamovement.com/missions/view/16
- Agent Jake got his Fiesta back after it's towed in New York City. After repeated
denials the city didn't have the car, Jake gets to the bottom of the truth, and
gets his Fiesta back too. Check it out here:
http://www.fiestamovement.com/missions/view/106
- Agents Joel and Mandy learned what Team Ford Racing thinks about the new Fiesta,
with interviews from Carl Edwards, Greg Biffle and more. The consensus is, they
love it! Check it out here: http://www.youtube.com/v/4ljSVw23Qcw
- Agent Beto created a music video highlighting his experience with the Fiesta.
Showing the places he's been and the people he's met along the way, the video is
a sweet ending to his adventure. Check it out here:
http://www.fiestamovement.com/missions/view/772
- Agent Deena ordered three items off the SkyMall catalog – a popcorn maker, a
cotton candy machine and a sno-cone machine. For the fun part, she tests them
out and reviews them. Check it out here:
http://www.fiestamovement.com/missions/view/181
- Agent Tim showed just how indestructible his Panasonic Toughbook is. While
pretending the computer is a love interest, he puts it through three tests to
prove it has the ultimate endurance. Check it out:
http://www.fiestamovement.com/missions/view/130
Chance to drive a Fiesta
With a kickoff in May and running through December, five regional test drive
teams representing the Fiesta Movement are traveling across the country to
engage consumers with the opportunity to test drive a European-spec Ford Fiesta.
The Fiesta Movement test drive is drawing huge numbers by engaging more than
140,000 consumers along the way.
The teams are visiting at least 200 cities over eight months, stopping in small
towns and big cities, as well as making appearances at major and regional events
and festivals. Information about drive stops, including monthly calendars, is
available on
www.fiestamovement.com under the "Test Drive" section. Site visitors also
can sign up to receive test drive updates as they become available.
QUOTES:
"Our agents had the ride of a lifetime during the Fiesta Movement. The content
they put out there was amazing – they told their Fiesta stories in such creative
ways."
– Connie Fontaine,
Ford brand content and alliances manager
"The Fiesta draws a crowd wherever it goes. The test drives were a perfect way
to introduce Fiesta to consumers everywhere."
– Jeff Eggen,
Ford car experiential marketing manager
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