If It Ain't Broke: Ford Revives Fiesta Movement For The 2012 Ford Focus

October 1, 2010

Ford's Fiesta Movement was a big hit with consumers. It generated huge product awareness, killer demand, and may explain why the Fiesta is commanding such impressive prices in showrooms. Knowing a good thing when they see it, Ford's social media guru Scott Monty and his colleagues have decided to use the Fiesta Movement playbook to market the 2012 Ford Focus.

It'll work like this: Ford fans will create videos explaining why they should be chosen to test drive the new Focus. Fans will then submit those clips to the Ford Focus Facebook page. (FYI: if you visit that page, look under the "Global Drive" tab. Doesn't look like it's quite ready for prime time, but check back soon.) Ford will select 100 fans for the honor, and according to Facebook, they'll all be flown to a secret destination for a two-day test drive. Of course, like the Fiesta "agents", Focus test-drivers will be expected to gab about the car in videos, tweets, and other posts throughout their social networks. The moral of the story: folks with less than 1,000 Facebook friends probably aren't going to make the cut.

The test drive has a philanthropic component, too: according to a report in Automotive News, Ford will donate $500,000 to various charities in conjunction with the event. No word on exactly how that'll work, but we'd guess that each of the participants will identify a charity, then compete in challenges to raise money for it.   

If you've been following High Gear Media's coverage of the 2010 Paris Auto Show, you know that we've seen production and performance models of the Focus, and there's a wagon version currently limited to European markets. All the variants are big lookers, so that, combined with their affordable price-points and the buzz created via this new campaign, could make the 2010 Focus another winner for Ford.


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