Ford banks on user-generated content to market new Fiesta

02/19/2013 | Detroit Free Press

Ford will give 2014 Fiestas to 100 social media users to test, on the condition they share their experiences with followers in an entertaining way, the company said. The plan is to spark buzz with user-generated content, much like a strategy called the "Fiesta movement" Ford used in 2009. "Fiesta was designed to reflect the individuality of the customer, so we feel the marketing efforts should give the reins to the people who will be driving it," said Ford head of global marketing Jim Farley.

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