Ford stakes reputation of its newest model on opinion of the social media crowd

Got to hand it to Ford’s marketing department, they are embracing Web 2.0. The (solvent) automaker will hand over the branding and promotion of its new Fiesta model to 100 twenty-somethings with zero advertising experience. Ford will give each of them a Fiesta and for the next six months they will drive the cars and post YouTube videos, blog posts and other social media updates about the car. Here’s the kicker: Ford has no control over the content. Should be interesting.