Ford Motor is asking Internet social networkers in North America to test its Fiesta ahead of the car's launch in the U.S. next year.
Under a marketing program called “Fiesta Movement,” Ford will select 100 customers to drive the new Fiesta and then relate their experiences through social networking sites such as Facebook, FlickR and YouTube.
“It's one thing to talk about the vehicle, but it's another to put people into it and let them experience it,” said Connie Fontaine, Ford's brand content and alliances manager, in a statement.
The marketing initiative will start in April. It will be a way for people to get an early hands-on opportunity to get excited about the Fiesta while providing feedback to Ford's engineering team, Fontaine added.
Fontaine said the Fiesta ‘agents' will be asked to complete monthly missions, capture their experiences digitally and share them with Ford and other consumers.
The 100 five-door Fiesta hatchbacks involved in the program were built in Ford's factory in Cologne, Germany. The cars are powered by a 120hp, 1.6-liter gasoline engine.
Ford introduced its sixth-generation Fiesta in Europe last August. The company has sold more than 89,000 units in its main 19 European markets since then.
Ford will build Fiestas for North America in its Cuautitlan plant in central Mexico.
Ford said its new Fiesta is company's first truly global car.
By 2010, the car will be produced at plants in Germany, Spain, Mexico, Thailand and China.