Ford Motor Co. will introduce its refreshed 2014 Fiesta subcompact in much the same way it did when it rolled out the all-new 2011 Fiesta — with a lengthy, social media-driven marketing campaign.
Fiesta "agents" — social-media influencers who get gas money to drive Fiestas around the country — will gather pictures and video for the car's marketing content. That content will be shown on popular TV events like "American Idol" and the X Games, at the Bonnaroo music festival and as part of the automaker's Fiesta print campaign.
"We really used (our last campaign) to generate excitement around the product and let people tell the story, and we left it at that," Amy Marentic, Ford global car and crossover group marketing manager, said in a telephone interview. "This time, we're going to make it bigger and leverage some of our partners."
Source
The Detroit News