Ford rolls the 2011 Ford Fiesta into the urban market
With the official launch approaching very soon, Ford is ramping up some serious excitement and press surrounding the arrival of the 2011 Ford Fiesta hitting the streets. The latest PR push is an all-new urban marketing slice aimed at putting the new Fiesta on the pages of a custom fashion e-zine and bring to light many of the car’s hottest features & attractions.
Overall, the social media and public ad campaigns have lead us all to see just what magic can be cast by some clever sorcerers behind keyboards around the countryside and out on the roadways.
“Our goal was to create a unique program that truly embodied the spirit of the Fiesta,” said Shawn Lollie, Ford Multicultural Marketing manager. “The Fiesta has an expressive, vibrant design and we wanted to tap into those style attributes in a way that was relevant to our target audience while engaging them using platforms that are very much a part of their everyday lives.”
This latest ad installation with an urbanized slant pits the Fiesta in a TV spot that will air on BET, radio, print, and a digital framework that will prominently display the “Inspired by Color” e-zine feature.
More on the “Inspired by Color” E-Zine feature
A custom “Inspired by Color” fashion e-zine was created to highlight the entire program while incorporating key features of the vehicle in a format that is both robust and highly interactive. The custom publication will live on www.fordurban.com and will link back to viral video footage and content stemming from the “Inspired by Color” casting call event. In addition to a heavy emphasis around the vehicle and its features, all five of the finalists will appear in the e-zine and will have an opportunity to showcase their experience and how the vehicle inspired their personal style.
“The team really looked at the target consumer and the activities they are engaged in within their daily lives when creating this publication,” said Lollie. “We knew they were online and we also knew they were predominately female and very interested in fashion. Inside the publication you really get to see how the Fiesta inspires and what sort of reactions the vehicle generates.”
Tags: 2011 Fiesta, Fiesta Movement, Ford, media, reviews, social media
2 Responses to “Ford rolls the 2011 Ford Fiesta into the urban market”
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I recently test drove an SE model of the hatchback at my local dealer. I had high hopes for this car. I really did. But I was thoroughly disappointed. The car itself drove nicely but what worries me the most is that it’s a Ford. It simply felt cheap.
For close to $20K, I was expecting a better built car that felt more solid. Instead what you find is a car that has body panels that flex when you pull the door handle to open the door. What you find are exposed screw heads on the steering column that make the interior look cheap and unfinished. What you hear is an engine that sounds rough and noisy and feels like my current 2001 Ford Focus engine.
The car just feels cheap. Really cheap. It feels like it’ll fall apart in 3-4 years. Given how poorly my Focus has held up (it’s been reliable BUT has had all sorts of other issues…leaking thermostat, window regulators that have been changed TWICE on each door, interior lighting that has failed and is falling apart, etc.), I don’t want to pay $20K for another car that may do the same. Not only that (and I don’t care what anyone says) but cars made in Mexico are crap. VW learned the hard way and Ford will soon learn the same.
Finally, Ford baited and switched many options with this car. Ever since the beginning, Ford marketed this car with sporty options like 17 inch rims ALL THE WAY to the end of release into this country. Just before release, they do this song and dance about how these options are suddenly not fit for the US market. That was enough for me to tell Ford to shove it.
educate me.