Ford and Ford Fiesta agents are definitely doing something right. A journey which started on the ever-expanding social media with more than 4,000 applications submitted, with an excess of 640,000 views of applicant videos on YouTube. The Ford Fiesta also is gaining attention on Facebook and Twitter, with more than 300 fans on the Fiesta Movement Facebook fan page and more than 600 followers on the @FordFiesta Twitter account.

“We got a tremendous response from consumers, a lot of exciting people decided to apply,” said Sam De La Garza, small car marketing manager. “Choosing the 100 agents is a critical step in the movement, pulling us one step closer to getting people in the vehicles.”

The Fiesta Movement campaign is squarely aimed at Millennials, the next-generation consumer group born between 1979 and 1995. These consumers, which will total 70 million drivers by 2010, use social media daily and offer a prime opportunity for Ford to tap into a group that hasn’t yet established brand loyalty. According to statistics from a Microsoft study on Millennials, each day 77 percent use Facebook, MySpace or other social networking sites and 28 percent access a personal blog.

“Our group of agents is a broad cross section of people from across the country who are active in all areas of the social media space,” said Connie Fontaine, Ford’s brand content and alliances manager. “It’s a strong team across social networks that are geographically and occupationally diverse.”

The chosen agents are socially vibrant, unique and able to tell a good story. They come from all across the country and work in a variety of occupations. But most importantly, they have established social networks with a strong Web presence. Most have hundreds, if not thousands, of Facebook friends. There also are thousands of people following them on Twitter.

“We’re engaging outside sources that live in this space to make sure we are pushing the limit as far as we can,” said Fontaine. “By working with them, we will maximize the exposure of our content online, while at the same time receiving valuable feedback from the agents about our new car.”

Wanna cruise with this Fiesta trend setters, follow the Fiesta movement on:

YouTube: http://www.youtube.com/fiestamovement

Flickr: http://www.flickr.com/photos/fiestamovement

Facebook: http://www.facebook.com/pages/The-Fiesta-Movement/73386615309

Twitter: http://twitter.com/fordfiesta