Ashley Ford Sales Blog

The 2011 Ford Fiesta has been cast as a personality on 'If I Can Dream',  - new programming that will be distributed straight to the show's website and broadcast weekly on Hulu.

The show follows the lives of five aspiring actors and musicians who move to Hollywood in search of stardom. There is an interactive component to the real time reality show, with the actors and musicians communicating with viewers via blog posts and social networks.

The Ford Fiesta is part of the show, with its own blog and social network.

Interactive Marketing Campaign

It is not surprising 'If I Can Dream' - in itself a social media outlier - will be using the Ford Fiesta as a sponsor. Set to go on sale next summer, the car has made its mark with an innovative campaign that began last year called the  Fiesta Movement. One hundred "agents" from more than 4,000 applicants were selected to test-drive the Fiesta for six months and post their impressions on blogs and social network sites.

It was a success: that October, a Ford-commissioned survey found that approximately 37% of Generation-Yers were familiar with Fiesta, even though it still hasn't launched in the US and had previously been unknown among American consumers.

Then, this past December Ford took applications for a second round of socially-vibrant 'agents,' who were again tasked with engaging their local communities and generating social media buzz around the launch of the 2011 Ford Fiesta model.

The original Fiesta Movement campaign helped generate more than 80,000 hand-raisers. The online program also generated 6 million YouTube videos, 740,000 Flickr views, and more than 3.7 million Twitter impressions to date, according to the company.

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