Ford, Current Partner to Celebrate Fiesta Movement

Social media campaign culminates in awards ceremony recognizing social media agents.

Last Updated: November 30, 2009 @ 1:18 PM

Celebrating an innovative marketing partnership, Ford Motor Company on Tuesday hosts the Fiesta Movement Awards Celebration, to be covered live by Current Media’s "Max and Jason: Still Up."

Ford and Current have partnered in support of Ford’s social media campaign to introduce its Ford Fiesta to the U.S. The Fiesta Movement, launched earlier this year, placed 100 European-spec Ford Fiesta cars in the hands of 100 "agents," who shared their experiences via social media platforms and completed monthly missions featuring their Fiesta to showcase the driving experience.

Tuesday’s awards ceremony, at the Palladium in West Hollywood, brings together agents and local fans for a live performance by Parachute, who will perform “She Is Love” and “Under Control” from debut album "Losing Sleep." Attendees will get a sneak peak at the 2011 Ford Fiesta.

Current Media’s Max Lugavere and Jason Silva of “Max and Jason: Still Up” will be broadcasting live from Tuesday’s event. The Current show is a late-night hour of short-form documentaries from around the world curated by hosts Max and Jason, whose tastes run the gamut from the latest social trends to fashion and culture.

“At the Fiesta Movement Awards Celebration, we are celebrating the agents and the creative content they have created over the past six months,” said Connie Fontaine, Ford’s brand content and alliances manager. “Our collaboration with Current Media allows us to broaden the reach of our content as we get to the culmination of this phase of the Movement.”

“Our collaboration with Ford is an innovative way to bring new content to consumers as well as a fresh take on event coverage,” said Michael Streefland, Current’s senior VP of marketing. “Leveraging Ford’s already broad following, Current Media is able to provide consumers additional ways to engage and mobilize around the Ford Fiesta Movement.”