2011 Ford Fiesta Reservations in High Gear, Says Automaker

DEARBORN, Michigan — All that hoopla with social media appears to be paying off for the launch of the 2011 Ford Fiesta. The Dearborn automaker said on Wednesday that more than 1,000 reservations have been placed for the small car in just six days, a tangible sign that American consumers are drawn to the fuel-efficient compact with European roots.

"The new Ford Fiesta is off to a very fast start," said Ford in a statement.

Consumers are placing Fiesta reservations online or texting "reserve" to 4Ford on a smart phone to price and reserve the car.

The marketing of the Fiesta is proving to be an intriguing case study in how to market a vehicle through social media such as Facebook. Ford says that when a Fiesta is purchased, consumers will be able to share their vehicle information through Facebook and other social media sites. Ford has adopted so-called "viral" or "guerrilla" marketing for the car's launch, deploying younger consumers in Fiestas to travel the U.S. and get out the word about the car. It is miles away from traditional launches, which depended on print media and such old-fashioned tactics as covering the car with a sheet on the showroom floor.

Inside Line says: Pretty soon we'll see legions of consumers driving all sorts of new vehicles around the country in an effort to get us to buy them as other automakers copy the Fiesta's playbook. — Anita Lienert, Correspondent