Ford launched a 6-month social media experiment called the Fiesta Movement to promote its new Fiesta car to younger demographics. It selected 100 social media influencers called "Agents" to drive and share their experiences with the Fiesta through blogs, videos, photos and tweets to their large social networks. The goal was to start a national conversation about Ford with millennials and work with contemporary culture. Initial findings after 2 months showed increased brand familiarity and website traffic compared to benchmarks, though no content went viral.