The launch of the all-new Ford Fiesta has been anything but traditional – it’s been fun, unique and trendsetting. The new Ford Fiesta ad starring rally driver Ken Block is no different. The 60-second ad features Block accomplishing everyday errands, such as taking out the trash, going grocery shopping, and dropping mail in the mailbox – all in his Monster World Rally Team Fiesta. Debuting on ESPN July 29, the ad is intended to help viewers get excited for ESPN X Games 16, which will have plenty of Fiesta-packed action as Ford looks to defend its X Games title.
It’s all part of the overall Fiesta plan.
“Our strategy with Fiesta is simple – let the consumer experience the car. Everything from our ads to the unique interactions and the events we host is different from any other car launch,” said Matt VanDyke, Ford director of U.S. Marketing Communications. “We’re also using personalities that connect with our target consumer.”
Text to win a Fiesta
In addition to the action at X Games, Ford has created unique ways for fans to get in on the fun. One, called “I Win! You Win!” is an on-site promotion where fans in attendance to X Games can text “FORD” to 66937 to be randomly paired with one of the featured athletes for the events. The athletes include Ford Racing rally drivers and Metal Mulisha’s motocross team. If a fan is paired with an athlete and that athlete wins the event, the fan wins the athlete’s custom Fiesta.
Fans also will have another opportunity to win a Fiesta through the “Rock It Like Block” contest. A grand-prize winner will win a 2011 Ford Fiesta, custom designed by Ken Block. The contest runs through Aug. 13, and entries can be submitted at www.rockitlikeblock.com.
Ford also is teaming up with Metal Mulisha to display a Ford Fiesta in its pits during X Games. The team will sign autographs at the Ford Fiesta display, where co-branded Ford and Metal Mulisha posters and skateboard decks will be given away.
Fiesta’s return to X Games
For the 2011 X Games, Fiesta’s all-star driver lineup grows from three drivers to four with the addition of Ford Rally America and WRC driver Ken Block to last year’s trio of Kenny Brack, Tanner Foust and Brian Deegan.
“The Rally Car Racing events at X Games are the perfect stage to showcase Fiesta’s nimble driving dynamics, exciting design and fun-to-drive attributes,” said Jamie Allison, director, Ford North America Motorsports. “I believe there is a little bit of rally in every Fiesta and I certainly look forward to defending Fiesta’s 2009 X Games gold medal.”
This year’s rally competition at X Games will be comprised of two competitions: Rally Car Racing and SuperRally, a European-style rallycross where four cars will race simultaneously against each other. The Ford foursome of Block, Brack, Deegan and Foust will drive their Fiestas in both competitions.