Ford Fiesta

The Fiesta was last seen in North America over 30 years ago, so Ford needed a successful launch plan to reintroduce the car to the U.S. as a staple in their vehicle line-up. They wanted to drive attention and excitement around the North American re-launch of the Ford Fiesta among the college and young professional demographics.

Developed a multi-tier experiential and social interactive program that allowed consumers to engage with the Ford Fiesta on the road and online. We created memorable and enjoyable Ford Fiesta experiences, and drove two-way conversations between consumers and the brand.

Managed a tour throughout the New England, New York/Tri-state, Philadelphia and Washington DC regions that brought consumers the opportunity to test drive and engage with Ford Fiesta and its many exclusive features. Tour stops included:

• Large-scale sponsorship events e.g. Comic Con in all four regions)
• Guerilla events (e.g. pop-up events on college campuses, at beaches, or at high-traffic locations in cities)
• Ford dealerships

Celebrated the culmination of the Ford Fiesta Test Drive Tour and vehicle giveaway sweepstakes with a large-scale event in partnership with Red Bull at Red Bull Soundclash in Washington DC

Attendees got their photo taken in front of a custom Ford Fiesta/Red Bull Soundclash backdrop. Photos were printed on the spot and could also be shared digitally on site. Guests used rock star props (spiky wigs, blow-up guitars, drum sticks) to pose with their “band”, expressing their love for good music and the spirited fun that Ford Fiesta stands for.

Event attendees who spent time in the Ford Fiesta tent left feeling familiar with the car and armed with fun premiums to remember their experience.

We invited Soundclash guests to create their own flip book in front of a custom Fiesta/Soundclash back drop. The Flipping Fun crew helped guests create a 7-second film with props, the footage then cumulated into a series of photos that were printed, cut, assembled and bound to create a flip book that the guest could take home. The books could also be shared digitally on the spot.