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Who makes up the Fiesta Movement? They are witty, irreverent and adventurous. They’re technologically adept, socially outgoing and more than happy to share their opinions on all sorts of topics through social media outlets ranging from Facebook to Twitter to YouTube.

They are Ford’s newest agents of change – the chosen participants in the company’s new Fiesta Movement, a platform designed to generate excitement about the highly anticipated Ford Fiesta, the new fuel-efficient small car that brings its style and substance to the U.S. next year.

As part of social media initiative, 100 young trendsetters will test drive and “live” with a Fiesta for six months, traveling as “agents” on special “missions,” who will then relate their experiences through a variety of social media sites.
The Fiesta Movement campaign is squarely aimed at Millennials, the next-generation consumer group born between 1979 and 1995. These consumers, which will total 70 million drivers by 2010, use social media daily and offer a prime opportunity for Ford to tap into a group that hasn’t yet established brand loyalty.

The agents sunsetford online, posting short videos on YouTube explaining why they would be the best representative agents for the Fiesta Movement. Applicants from all over the country cited online followers, blogging experience and even a thirst for adventure. Many are automotive enthusiasts; all are extremely comfortable sharing their opinions online.

The chosen agents are socially vibrant, unique and able to tell a good story. They come from all across the country and work in a variety of occupations. But most importantly, they have established social networks with a strong Web presence. Most have hundreds, if not thousands, of Facebook friends. There also are thousands of people following them on Twitter.

In Europe, the Fiesta name has long been synonymous with outstanding driving quality, design and value. The all-new Ford Fiesta is taking that three-decade heritage to U.S. consumers for the first time.

You may not be part of this early Fiesta Movement, but visit your Ford Dealer today to sign up for your own Fiesta when it hits the U.S. in 2010.