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Fiesta Movement, Chapter Two!

March 2nd, 2010

Marketing campaigns are kind of like popcorn movies. Blockbusters get sequels.

Take Ford’s Fiesta Movement. The social media initiative was designed to create excitement about the new Fiesta and put the new small car on the minds of thousands of people nationwide. It is now moving to its second chapter, this time enlisting 40 people to tell the story of Ford’s newest car in 16 cities across the country.

Culled form more than 1,000 applications, Fiesta Movement Chapter 2 consists of 20 teams comprised of two agents each. 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.
The first Fiesta Movement generated more than 6.2 million YouTube views, more than 750,000 Flickr views and nearly 4 million Twitter impressions. The Fiesta Movement also set a Guinness World Record for the most attendees at a tweetup during the Fiesta Movement Awards Celebration in West Hollywood in December. This unprecedented event brought together 1,149 Fiesta Movement agents and Twitter friends.

Telling the story, locally

Agents will complete a series of missions, where they will compete in challenges locally that leverage the best of their communities, allowing them to open the discussion about Fiesta through social media and beyond.

After completing a challenge, agents will produce and place the creative content online at, where followers also can keep up with their favorite agents. The best content will be recognized based on online consumer interaction and consumers’ opinions about the agents’ work, and will be amplified in local media and events as well as through a variety of national mediums.

One of the missions is called “Show the World UR Personality,” where agents will design their Fiesta wrap and work with designers to create a wrap that fits their team’s personality. Their personalized Fiesta will be delivered to the agent team, and the best wrap, as voted by the fans on, will later be available to consumers. Additionally, the winning wrap will be integrated into a future national Fiesta display.

Followers of Fiesta Movement Chapter 2 will play a pivotal role in this adventure, by checking in with their favorite agent team, snapping a picture of the content they saw on the streets or commenting on what the agents post to social media sites.

Agents were selected based on entrepreneurial spirit, strong, continued local connections, social vibrancy and creative vision. The agent teams are located in major markets, including Chicago, Los Angeles, New York, San Francisco, Detroit, Philadelphia, Boston, Denver, San Diego, Dallas, Houston, Seattle, Orlando, Phoenix, Atlanta and Miami.

Fiesta has it all – and more

Going on sale this summer, the all-new Ford Fiesta features an expressive, vibrant design, sharp reflexes, and a global track record that will redefine U.S. small car customers’ expectations. With 15 class-exclusive technologies and a projected best-in-class highway fuel economy of 40 mpg, Fiesta brings efficiency and convenience together in one package.

Fiesta is designed to be versatile, personal and adaptable. In fact, Fiesta is expected to deliver best-in-class convenience and connectivity with Ford’s segment-exclusive SYNC® voice-activated communications system, as well as an expressive color palette and available graphics.

Already more than 6,000 consumers have made reservations for the Ford Fiesta – half of them from non-Ford customers – and more than 100,000 handraisers are showing an interest in the new fuel-efficient car. Customers can place their order for the new Fiesta today through their local Ford dealer.


“This was a natural progression from the first phase of the Fiesta Movement. Chapter 2 will still be rooted in social media, but this time the content will also live offline and find its way into new mediums.  Fiesta needs to clearly be the star now as the agents share their work within their communities and beyond.”

– Connie Fontaine, Ford Brand Content and Alliances Manager

“Essentially, the agents will be introducing Fiesta to their communities, with local culture driving the content they create. There will be unique opportunities for consumers to actively engage and follow along with the agent teams in their area.”

–  Connie Fontaine, Ford Brand Content and Alliances Manager


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