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Ford Taps Web-Savvy Hipsters To Hype Fiesta

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Posted 10 October 2009 - 02:47 PM

Ford Taps Web-Savvy Hipsters To Hype Fiesta
Car maker wants buzz and marketing insights from drivers who also blog, Tweet and shoot video.

FORD FIESTA FORUM - Hilary McHone, 35, speaks directly into a camera as she lolls in bed, describing her day shooting an internal video for Ford. "What was neat was that I got to be ‘talent'," McHone says, using her fingers to put virtual parentheses around the word. The video is one of hundreds on a Ford site created to market its upcoming Fiesta subcompact.

McHone is among of 100 "agents" that Ford has enlisted to drum up enthusiasm for the Ford Fiesta, which it's unveiling in the U.S. before it goes on sale in June. McHone's videos and others featured on the marketing site, fiestamovement.com, are supposed to help to generate early buzz for the brand, which will be aimed at 14- to 30-year-olds.

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