• Ford will select 100 Fiesta Agents.
  • Agents use social media to show off 2014 Fiesta.
  • Shoppers can view Agent content for Fiesta info.

If you're shopping for a new car, prepare to learn about the 2014 Ford Fiesta in an unorthodox way. Ford says it's revisiting the Fiesta Movement to help launch the new model. That means it's looking for social influencers to spread the word about the revised subcompact.

Launched in 2010, the initial Fiesta Movement campaign included 100 online celebrities and YouTube personalities. Dubbed Fiesta Agents, they each received a Fiesta for six months. They promoted the car using social media outlets, making the then-unknown Fiesta name well-known -- especially among a key audience: young people.

At Social Media Week in New York City, Ford announced the latest Fiesta Movement will use the same strategy. Once again, 100 Fiesta Agents will be chosen to promote the car. This time, they're tasked with spreading the word about changes for the 2014 model year, which include revised styling and a new 1.0-liter EcoBoost engine.

As in 2010, Fiesta Agents will get a car for six months. Ford says it won't direct the content they create, allowing users to essentially "go wild" with the new car. Of course, the brand will likely suggest Fiesta Agents push certain attributes. But even if the car merely makes a splash in the online community, Ford says it will be pleased.

"Fiesta was designed to reflect the individuality of the customer, so we feel the marketing efforts should give the reins to the people who will be driving it," said Jim Farley, Ford's executive vice president of global marketing, sales and service. "[The Fiesta] truly has its own personality. That personality will come through in the stories and experiences of real people."

If you're interested in learning about the 2014 Fiesta, you may want to check out videos and posts made by Fiesta Agents in addition to traditional reviews. Ford says it will name the latest round of Fiesta Agents after reviewing applications submitted to its FiestaMovement.com website.

What it means to you: Shoppers eager to learn about the 2014 Ford Fiesta should consider checking out content created by one of the Fiesta Agents.

author photo

Doug DeMuro has a wide range of automotive industry experience, from work at a Ferrari dealership to a manager for Porsche North America. A lifelong car enthusiast, Doug's eclectic vehicle purchases include a Porsche 911 Turbo, an E63 AMG wagon, an old Range Rover and a Mercedes Benz G-wagen.

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