A Little Take on the Ford Fiesta Movement

Thanks to Ford Motor Company and in particular Ford Fiesta, people can kick back and enjoy over 30 live concerts (from one the country's' largest festivals) Bonnaroo Music Festival and all without leaving the comfort of their front seat.

In an effort to reach Fiesta's target demographic of 20 - 30 something's, Ford have created the Fiesta Movement which is a nationwide competition that includes 20 pairs of individuals who have to showcase their particular city and generate a buzz around the upcoming launch of the Ford Fiesta this summer.

Having partnered with YouTube to stream live concerts from the music/ arts festival in Manchester, Tennessee, USA as team 'Tennessee', acts ranging from Norah Jones to Jay Z and LCD Soundsystem will be each playing a set throughout the 4 day long festival.

Ford have also invited YouTube's sister company to the event as well as Google who will circulate the event throughout the company's mobile, search, and contextual advertising networks. Online links have also been set up so that anyone looking for Bonnaroo will likely come across an advert for the weekends festivities and then clearly any of the sponsorship from Ford, but in particular reference to the Ford Fiesta.

Ford will earn credits for brand awareness of their Ford Fiesta as it will come into contact with a wider demographic. For those of you sat at home with nothing to do you can watch all the fun from YouTube which may not be as fun as soaking up the social experience of the musical festivities and events but at least there isn't a clothing policy and you won't get beer thrown in your hair.