It’s Almost Time for a Fiesta

The day that the 2011 Ford Fiesta will be available in the U.S. is nearly here. The small car has already been a big hit on the Internet with two pre-launch social media programs. Its television debut will be a 60-second television ad that you can preview above. The spot debuts May 18, 2010, during the live broadcast of American Idol, which airs 8:00 to 9:00 p.m. EDT on FOX. Even with all this stardom, the Fiesta is still frugal, recently being certified by the EPA at 40 mpg highway, making it the most fuel-efficient car in its class.

The ad campaign for the new Fiesta – which arrives in dealer showrooms this summer – includes national broadcast, print, digital and out-of-home components as well as a comprehensive multicultural marketing strategy. The entire campaign is built around the tagline, “It’s a pretty big deal.”

The print ads get straight to the point with headlines like, “The Fiesta gets 40 miles per gallon. 21 hybrids do not,” and “The Fiesta has enough new-world technology to put a 50-grand car to shame.” The ads will be featured in a variety of publications – from women’s magazines like In Style and Women’s Health to men’s lifestyle titles such as GQ and Maxim.

Ford is expanding the Fiesta website to include webisodes featuring agents from the Fiesta Movement proving – in their own unique ways – why Fiesta is better than the competition. More than 337,000 people have viewed the first six webisodes since they debuted last week. You can view several of these webisodes in the video playlist above after the 60-second ad spot plays.

The introduction of the new Fiesta in the U.S. started last year with the Fiesta Movement. In the ultimate foreign exchange program, 100 Fiesta Agents spent six months behind the wheel of a Fiesta, lifestreaming their experiences, and completing monthly missions to show you what the Fiesta is all about. By October of 2009, agents had accumulated more than 1 million miles total. And their Fiesta Movement-related content gained huge traction on the Internet, with:

* More than 4.3 million YouTube views

* More than 540,000 Flickr views

* More than 3 million Twitter impressions

Through the accompanying nationwide test-drive program, more than 162,000 customers have interacted with the Fiesta through walk-arounds and social interactions, and 35,000 have taken a test-drive.

Fiesta Movement Chapter 2 consists of 20 teams comprised of two agents each. These agents were selected from over 1,000 applicants. Their mission will be to redefine the way Fiesta is brought to market by interacting with consumers online and offline, while bringing Fiesta to their communities. After completing a challenge, agents will produce and place the creative content online at www.fiestamovement.com, where followers also can keep up with their favorite agents.

You can find more information on the 2011 Ford Fiesta by visiting http://www.fordvehicles.com/cars/fiesta/experiencefiesta.

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0 COMMENTS ON THIS ARTICLE
H Smith Where is the 1.6 Duratorq TDCi (90PS) (+DPF) (ECO) Diesel 98 g/km CO2; 63/76.3 mpg(US/Imperial) combined Fiesta with dual clutch?
3 year(s) ago via
peter I'm in the UK and have that very colour 5 door Fiesta. Bought it 2 weeks ago. Great car and really pleased with it. Nice you see you guys are getting Euro cars for fuel economy now!! Oh, goos ad as well....
3 year(s) ago via
Dofo Great TV adds ! I wonder if there is any plan to make a convertible Fiesta. i will definite pay the cost penalty for it.
3 year(s) ago via
C Beaudoin I want one !!!
3 year(s) ago via
Jordan Yes, our children's future depends on it, but..... you, my friend, must realize that cars are not what they use to be. Cars now are controlled by so much more than you know. We do not drill for our own oil here in the U.S. that being said, we are controlled by oil companies. Ford is doing the best they can I can promise you. They want to keep their jobs just as much as you do, and they will do anything to keep it. Ford's Fiesta IS CLASS LEADING in fuel economy if you failed to see that. Give them the credit they deserve, being the only American auto maker to actually make a very successful comback in this economy. If you think you can do a better job by making deals with our oil providers and how they do have a say in what kind of fuel efficiency can be accomplished I DARE you to do it. You would go down in history! If not, be happy with 40 mpg or ride your bike cause thats unlimited mileage
3 year(s) ago via
Reed that was a Festiva not Fiesta
3 year(s) ago via
Dj I agree, no center console arm rest is a big disappointment! I might look for an after market one.
3 year(s) ago via
Kinson Where's the three door?
3 year(s) ago via
fixit That joyous tune in pretty big deal ad is "Janglin" by Edward Sharpe and the Magnetic Zeros. NIce fun song.
3 year(s) ago via
Dave Terpstra I had a 95 Saturn SC2 that got 45 miles to the gallon... 15 years later a hybrid that gets 40 is the best we can do? What Gives? When I bought my last car (2007) Ford told me that no one wants highly efficient vehicles. So did GM and Chrysler. I bought a Toyota for the fuel efficiency. It was only the second non Ford or Lincoln Mercury I owned in 30 years. I will not buy anything that does not lead the market in fuel efficiency and am beginning to shop for my next vehicle. Ford you CAN do better than this, our children's future DEMANDS it. I would love to return to you as a customer but it will not happen without SIGNIFICANT fuel efficiency improvements.
3 year(s) ago via
e What's the song in the pretty big deal ad?
3 year(s) ago via
Susan My first car was a Fiesta too. It was an 80 model and I still have it. Loved the car!!!
3 year(s) ago via
Darrell no center arm rest? ah well 40 mpg is real nice though esp. like all the features
3 year(s) ago via
don Bring it to market and quit bragging about what a great vehicle it is.... the hype has been going on for 2 years... Just do it..
3 year(s) ago via
Tom Wow! What a creative ad! I love it - it's very different from a lot of the traditional Ford ad work.
3 year(s) ago via
Sebastian St. George It's time to Rock the Ford Fiesta! We can't wait for the awesome green monster to hit the streets of America! Go Ford!
3 year(s) ago via
Nancy This is SO cool!!! My first car was a Fiesta...but it was a 1978 model!!! This one is a lot different!
3 year(s) ago via
Patrick Not sure if it's the commercial or not but the Fiesta looks really narrow.
3 year(s) ago via
sandra mckenna AWESOME Commercial! Creative department deserves a raise!
3 year(s) ago via
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