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Ford Will Launch New Market Plan For Focus Similar To That Of The 2011 Fiesta

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On: Mon, Oct 4, 2010 at 5:02PM | By: Sherry Christiansen


Ford Will Launch New Market Plan For Focus Similar To That Of The 2011 Fiesta
Ford has just announced its plans to launch a major marketing campaign for the Focus that will build on the lessons Ford learned when a similar promotion was advertised for the all new Fiesta. Ford’s plan includes finding 100 drivers from all over its worldwide market to test drive a Focus in Europe for 2 days in early 2011, about the time the vehicle will be launched in the United States.

Those fortunate enough to be able to take the European tour in a brand new Focus will agree to blog about their experience and post blogs, videos, and photos of the car on Facebook, according to Ford Motor Co. It’s a brilliant scheme to get the word out to younger buyers that Ford often refers to as “Millennials,” the segment of the population that makes up about 80 million people born between 1980 and 1995.”

A similar social media ad campaign was implemented prior to the unveiling of the Fiesta subcompact car that is, so far this year, a big hit for Ford. Ford choose several consumers who the company deemed to be “social media savvy” to drive the Fiesta for a few months and then convey their thoughts about the car on social media sites, including Facebook.

Ford’s spokesman Mark Schirmer stated: "Working with vibrant social media people was a lesson learned from the Fiesta Movement. It's about getting word of mouth."

Ford also plans to donate up to a half a million dollars to a variety of charities as part of the “Focus Global Test Drive” campaign.

Ford is requesting that potential candidates go on the Focus Facebook page and submit a video demonstrating why they should be considered for the the 2-day Focustest pilot plannext year. The production version of the 2012 Focus was unveiled at this year's Paris Auto show recently and was a big hit according tothe press release. There is also a new and exciting performance version of the Focus that will be available in 2012. The Focus ST will be sold in the United States along with the hatchback model, and a wagon version will be available in Europe only.

The FocusST is a 5-door compact car with a 2.0 liter turbocharged 4-cylinder engines that gets a surprising 247 hp. Read about it here.


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