[staff]

Ford says Fiesta campaign exceeded its expectations

FORD FIESTA FORUM - Ford Motor Co.'s social media-driven Fiesta Movement campaign has exceeded the company's expectations, the Dearborn automaker's top marketing executive said Wednesday.

In April, Ford brought 100 Fiesta subcompact cars to the United States from Europe and put them into the hands of mostly young, hip drivers who had shown savvy with social-media networking sites, such as Facebook and Twitter.

Ford allowed its so-called agents to use the cars for free for six months and encouraged them to write about their experiences online. By October, the agents had generated content that had drawn more than 4.3 million video views on YouTube, more than 540,000 photo views on Flickr and more than 3 million Twitter impressions.

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