Marketing can be a dirty word. Word's to describe Ford’s grass roots fabulous Fiesta Movement include 'Fun' and 'Wholesome'. Here’s the skinny:

THE FIESTA MOVEMENT

Revolves around the Ford Fiesta, a sexy if not cute subcompact that’s finally coming stateside this summer from Europe, where it was the No. 2 best-selling car overall and the No. 1 top-seller in its segment year-to-date. 

To get Americans hot and bothered over the domestic import, Ford selected teams of two in target cities across the country and gave them a Fiesta. From fiestamovement2.com: 

“For the next chapter of the Fiesta Movement – and in anticipation of Fiesta arriving in the U.S. – we're letting its fans take a crack at the advertising. They’ll use their creativity to promote the new 2011 Fiesta. And you get to be the judge.

The Fiesta Movement is bringing ideas and art to life in your backyard. Our teams of agents bring the passion. We bring the public spaces. Support one of the teams near you as they work with the best creative talent they can find in Seattle to promote the car, host local events and compete for the keys to their own Ford Fiesta.”

More specifically, the teams go on missions and followers of the movement vote for which team they think does the best job. Whichever team receives the most votes over the course of the missions wins two Fiestas of their very own to keep for good. 

Fast forward to the Capitol Hill neighborhood of Seattle, the artistic epicenter of the city. I’m sitting across a coffee shop table from Team Seattle: Parker Reddington and Nate Fihn of the buzz-worthy hip-hop group State of the Artist. This is their neighborhood. Their black Ford Fiesta is parked out front. They’ve brought an apple and some cheese spread for us to share. Already things are looking up. 

More to come. 


Sources:

http://www.fiestamovement2.com/seattle/movement

---

---