Ford Tries to Start 'Movement' With Fiesta

This is the question we’re asking in the wake of Ford’s announcement about its advertising scheme for the Fiesta, the compact European vehicle that Ford will bring to the U.S. in 2011. Ford’s “Fiesta Movement” involves handing the keys of 100 Fiestas to “100 socially vibrant Fiesta Movement ‘Agents’” who will expound upon their driving experiences on social media sites like Facebook and YouTube.

From a strictly business standpoint, the campaign makes sense. Ever since Barack Obama proved you can become president by taking advantage of plugged-in youth, this kind of stuff is all the rage. Millennials will account for 70 million drivers by 2010, or 28 percent of the driving population that hasn’t yet had a chance to develop much brand loyalty.

On the other hand, “movements” aren’t often started by corporations. Just because 100 25-year-olds are blogging and YouTube-ing about the Fiesta doesn’t mean the product will become a youth staple. Take it from this Millennial that it’s just as likely that the “Agents” will become targets of link-sharing ridicule if their footage or commentary appears too much like a commercial.

And, really, how will Ford avoid this? Will it be able to censor the Agents if they think the Fiesta is a piece of garbage? Let us know your thoughts on automakers trying to become the next “Baby Loves Banjo.”