SAN FRANCISCO – Ford Motor Co. marketers, the architects of the “Fiesta Movement” social media campaign, are about to see whether their gamble has paid off. The marketing scheme involved placing 100 Euro-spec Fiesta small cars in the hands of mostly young people adept at social media and assigning them a variety of “missions” that were documented on various websites. But questions surrounded the initiative from the very beginning, says Chantel Lenard, Ford’s group marketing ...

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