We reinvented Fiesta by making it ‘the Zeitgeist’ (spirit of now). We invited our audience to upload images to Ford’s own Flickr group – images they felt represented their interpretation of style. We also drew live content from partners like Vogue, GQ and Last FM to add to the intrigue.A visual representation of the Fiesta was made up almost entirely of user-generated images.

Using RSS feeds on our website, this collage was constantly changing and being recreated live before your very eyes. By rating the imagery, the public could fully interact with the piece and define their personal look of ‘now’.

The site has picked up over 1,039,938 visitors to date across 22 countries. Our Flickr group currently has 5,450 members and continues to grow 10% week-on-week. In fact, it’s in the top 1% of Flickr’s fastest-growing groups.Photographs from our Flickr group are being considered for inclusion in the next round of the print campaign.98,850 registered sales leads (9.5% of total visitors): o 55,666 brochure requestso 22,102 registered for informationo 21,082 test drives requestsDelivering sales 31% above Ford’s objectives in a single month, whilst competitors’ sales are in steep decline.