Back in 2009, Ford launched one of the auto industry's most successful social media campaigns. The "Fiesta Movement" was meant to build awareness of the 2011 Ford Fiesta before its 2010 debut, and boy, did it ever: 60% of Americans knew about the car long before it rolled into dealerships.
How did Ford do it? By relying on basic high school wisdom: if you can get the cool kids interested in something, everyone else will follow suit.
Basically, Ford doled out 100 Ford Fiestas to America's hottest hipsters with just one request: that drivers talk about the car nonstop on Facebook, Twitter, Tumblr, YouTube, and every other social network to which they belonged.
Now, Ford is getting ready to launch the 2014 Fiesta, and it's reviving the Fiesta Movement campaign -- which means that the company is looking for another 100 social media VIPs to sing the car's praises. As Ford's Jim Farley explains, "[The] Fiesta was designed to reflect the individuality of the customer, so we feel the marketing efforts should give the reins to the people who will be driving it".
What makes this a little different from the Fiesta Movement's first, well, movement is that all marketing content for the 2014 Fiesta will come directly from Fiesta Movement participants. That means the videos, the photos, the tweets -- all the content created by those 100 folks will be front-and-center in Ford's promotional materials for the Fiesta. That could be interesting for the public and a nice way for participants to build their resumes.
HOW TO APPLY
So, what kind of people is Ford looking for? Well, if you can say "bro!" without flinching, or if you're in the habit of live-tweeting every episode of Girls, you're off to a good start. In a press release, Ford says that it's looking for "agents" who are "as expressive as the new car".
Ford goes on to explain that all 100 agents will "complete exciting challenges across major entertainment hubs including American Idol, Bonnaroo and all four summer versions of X Games". You're probably getting the picture by now.
If you think you have what it takes, click over to FiestaMovement.com. There, you'll be asked to provide some basic information -- name, address, email, and such. On the next page, you'll need to submit a video of yourself -- probably one that shows how charming, cute, and/or funny you can be on camera. You'll also need to tell Ford how skilled you are at things like video editing, photography, and blogging, and of course, you'll need to inform judges which social networks you're on.
Applications are due by midnight Eastern Time on April 30, 2013, so get cracking -- and good luck.