Under the program Ford will select 100 customers to drive the new Fiesta and then relate their experiences through social networking sites such as Facebook, FlickR and YouTube.
“It's one thing to talk about the vehicle, but it's another to put people into it and let them experience it,” said Connie Fontaine, Ford's brand content and alliances manager.
The marketing initiative will start in April with the selected 'agents' asked to complete monthly updates which capture their experiences then post these on-line.
Since its introduction last August the sixth-generation Fiesta has sold more than 89,000 units across Europe and is already proving popular in other international markets.
North American Fiestas will be built at the company's Cuautitlan plant in central Mexico with production plans for the global car stretching from Germany, Spain, Mexico, Thailand and China by mid next year.