Next year, the Ford Fiesta makes its U.S. debut. The superefficient, sporty compact has proved enough of a success in Europe and Asia to draw the attention of American drivers, and their newfound thirst for all things small. It’s become an object of transatlantic envy — much of it expressed in online forums — since its launch late last year. In past years, such yearnings were likely to go unrequited. But Ford Motor’s “One Ford” strategy, which is pushing toward a single global lineup, means this small car will be navigating American roads in 2010.
Technically, it’s already here. On the stand at the New York Auto Show, Ford previewed a vibrant green Fiesta, with “1/100” emblazoned on the hood and “fiestamovement.com” printed on the side. Over the next six months, 100 Americans get to drive the Fiesta. For free. With free insurance, free gas and free parking. In exchange, they will document their experience online — blogging it, tweeting it, posting to Facebook, YouTube and Flickr — and undertake monthly “missions” set by Ford. (Full disclosure.: Although Ford is a Razorfish client, the agency has no involvement with the Fiesta Movement campaign.)
The Fiesta Movement is a clear acknowledgment by Ford’s leadership team... Please click on the image below to read the rest of this article:
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