Ford is looking to ramp up brand consideration for the upcoming launch of its Fiesta 2011 small car with the second phase of a social media campaign launching this month.
The automaker has sent out 40 “agents” — each in teams of two — to spread the word about the Fiesta in major markets such as Philadelphia, Boston, San Francisco and Dallas. Those agents — selected via a nomination process that drew more than 1,000 applicants — are tasked with tweeting and promoting the Fiesta virally via a series of online and local challenges assigned by Ford.
Jason Uzarraga 