Ford Fiesta campaign enters second phase

Ford, which launched its Fiesta Movement for the 2011 Ford Fiesta in April, introduced the car in the US market at the Los Angeles Auto Show today, and announced the second phase of its campaign for the car, which will continue to leverage social media.

Ford, which launched its Fiesta Movement for the 2011 Ford Fiesta in April, introduced the car in the US market at the Los Angeles Auto Show today, and announced the second phase of its campaign for the car, which will continue to leverage social media. The first phase of the "Fiesta Movement" campaign exceeded the automaker's expectations, the Free Press reported, with 60% of the public now aware of the brand, even though the vehicle doesn't go on sale until early next summer, according to Jim Farley, Ford's group vice president of global marketing. The Wall Street Journal reports:

"The car's launch in the U.S. early next year will mark a new beginning in a strategy to build the same model in all markets world-wide.

In previous attempts, Fords with the same name often bore little resemblance to each other in different markets. But even in its latest effort, the U.S. version of the Fiesta will share only 60% of its parts with its brethren in Europe, where the model was launched last year."

In the second phase of the Fiesta Movement, teams of Ford agents will use the Fiesta in missions and challenges that immerse them in local culture across the country. It will use social media, including www.fiestamovement.com, to interact with consumers.

"The first chapter was about developing awareness, and now it's about driving unparalleled consideration," said Connie Fontaine, Ford brand content and alliances manager, in a statement. "We want to put Fiesta on the shopping list."

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