Ford Takes Online Gamble With New Fiesta

Auto Maker to Loan 100 Young People a Car; They'll Post Videos Over Which Ford Has No Control To build a new generation of Ford car buyers, the "Fiesta Movement" marketing effort is enticing its 100 test drivers with a free car for six months, auto insurance and gas. In return, they agree to upload their adventures online.
Ford selected the 100 participants from more than 4,000 video submissions viewed more than 640,000 times online. Ford assigned applicants two scores: a "social vibrancy" rating based on how much they were followed online and across how many platforms; and an overall grade based on those factors plus creativity, video skills and their ability to hook a viewer within the first five to 10 seconds.
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