Ford Fiesta's campaign is a big deal, particularly the multicultural

Posted on Tue May 25 2010

What's interesting about the Ford Fiesta's new marketing from Team Detroit isn't so much the minute-long TV spot (above) that broke last week on American Idol (it looks like the opening number in a Broadway musical) or the webisodes about the Fiesta's perks (the world doesn't need any more zombie jokes) but rather the research they've put into their multicultural approach. Small cars are popular with Latinos and young people of color. Ford has embraced this. Its "Inspired by Color" program included a casting call at Howard University, where hopefuls "dressed in a Fiesta-inspired way." The five finalists will appear in a new spot on BET. Ford is also reaching out to bilingual and Spanish-dominant customers with digital ads and social-media presence. Since a lot of auto marketing is as white and bougie as it gets, Ford gets points for not being totally clueless and for trying to reach out to minority consumers on their own terms. It's certainly come a long way from its founder's beliefs, at least.

—Posted by David Kiefaber



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