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.