Ford is engaging the U.S. online community to promote its latest Ford Fiesta vehicle. The automaker is on the lookout for 100 young adults, so-called social influencers from various areas, who will “convey the unique personality and attributes of the new 2014 Ford Fiesta in an entirely different way,” says the brand. The new initiative, dubbed “Fiesta Movement: A Social Remix,” will be built from user-generated content only.

The goal of the initiative is to allow the voice of the car come straight from Millennials, the demographic age group of people between 16 and 32, considered by Ford to be the target audience of the new Fiesta. The brand will provide the agents with all-new Fords, asking them to just live their lives, now with the car. The participants will be sharing their experiences with the audience through multiple social media channels.  They are to post their own content on multiple social media channels, and Ford will then select the most popular pieces to feature them on www.fiestamovement.com.

Those who want to become part of the Ford history, are invited to submit their applications until April 30, 2013. The submissions should highlight the person’s unique abilities and talents. Then, Ford will select 100 agents, who will be asked to complete various missions. As part of the initiative, the brand is going to partner with a range of top America’s shows including American Idol and X Games, music festivals and other entertainment activities. The Fiesta’s agents will get featured in these events.

Pic.: A snapshot from the www.fiestamovement.com website (click to enlarge)

“Consumers—Millennials in particular—like being a part of the brands they feel represent them. This demographic is accustomed to creating content about their lives, so it just makes sense to give their creativity a bigger platform with greater scale. It’s all part of the democratization of media,” commented Keith Koeppen, Ford advertising and media manager.

With the “Fiesta Movement: A Social Remix” campaign, Ford wants to continue the success of the impressive social media initiative, developed to support the launch of Ford Fiesta in the U.S. in 2009. The new program will engage the selected agents along with alumni from the successful original «Fiesta Movement,» celebrities and Fiesta owners, who will be taking on the challenges as well. Ford will provide the influencers with everything needed to accomplish the missions—gas, insurance coverage, cameras and other things they need to develop stunning content.

“We are giving agents the unprecedented chance to launch a car through the content they create. The possibilities are limitless. For example, if there’s a video we really like, we can turn it into a TV commercial, if there’s a photo we think is really eye-catching, we can incorporate it into a print campaign,” added Koeppen.