Ford Fiesta Movement
The Fiesta Movement recruited 100 social media enthusiasts, provided them with 2014 Fiestas, and sent them on missions across the country as Fiesta agents. Their mission was to share their thrilling adventures through posts, blogs, tweets, and videos.
We teamed up with talented individuals to craft the overarching campaign strategies for the Fiesta Movement, recruiting new agents and designing content for the website. Collaborating with some of my favorite artists, like Jon Contino and Aaron James Draplin, we created a unique visual experience for both digital and traditional platforms. Over an eight-month campaign, 100 agents undertook hundreds of missions, generating thousands of social content pieces aimed at reaching millions. All content was dynamically showcased on fiestamovement.com, a cross-platform hub connecting consumers and Fiesta Agents in real-time.
The impact was further amplified by a fully integrated media plan that distributed the first-ever 100% user-generated Fiesta Movement campaign across numerous channels. We leveraged 100 unique media partners, from American Idol to The X-Games, to reach our audience and engage with them in increasingly hard-to-find places.
