Using Millennials To Market Cars To Millennials

If you’re a progressive marketer today, you don’t want to create another ad campaign. Rather, you want to start a consumer movement.
That’s what Ford Motors is up to with Fiesta Movement, a new effort that takes online WOM to its ultimate “in service of the brand” expression.
According to Automobile Magazine, 100 specially selected drivers will get their hands on a Ford Fiesta before the car launches in the U.S. early next year. As part of the deal, these “agents” will complete special “missions” and then share their experiences digitally through social media sites such as Facebook, Flickr, and YouTube.
Ford says over 4000 people applied to become Fiesta Agents. The 100 who were selected will spend six months behind the wheel of their own Fiesta. There’s no mention of it, but I hope Ford plans to offer their spokesdrivers an incredible deal on the Fiesta they’re driving, in lieu of returning it.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.