Ford Fiesta Movement offers 100,000 test drives

Ford is launching an aggressive year-long test-drive tour as part of the Fiesta Movement, the company’s social media campaign to build awareness for the new 2010 Fiesta launching next year.

Ford’s goal is to conduct 100,000 consumer test-drives by the time they reveal the North American production version later this year.

From May to December, five regional test drive teams representing the Fiesta Movement will travel across the country to engage consumers with the opportunity to test drive a European-specification Fiesta. The teams will visit at least 100 cities over the eight months, with a goal of 100,000 test drives overall. Stops will be in small towns and big cities, as well as at major and regional events and festivals.

Along with the vehicle drives, each test drive location will be a free wireless internet hotspot for visitors. This will allow visitors to share their Fiesta experiences immediately following the drive, providing the online community real-time updates about the test-drive events.

Five teams comprised of five Ford Fiestas that will spread about the United States. For the larger major events, multiple test drive teams will pair up in order to meet higher consumer traffic and demand. Other stops will be set up by individual teams working to “intercept” consumers at locations such as amusement parks, shopping centers, college campuses and other high-traffic areas.

Those who complete a test-drive will receive a downloadable music playlist that was compiled with the Fiesta and its audience in mind. Test drivers also will be eligible to win an all-expense paid trip for two to attend top music festivals in Chicago, New Orleans and Indio, Calif. Trips also include VIP/backstage passes and VIP access to Spin magazine’s after party for the events selected.

Information about drive stops, including monthly calendars, is available on www.fiestamovement.com under the “Ride & Drive” section. Visitors to the site can also sign up to receive test drive updates, as they become available.

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