To market its car, the Fiesta, to "young, tech-savy consumers," Ford will rely on 100 carefully chosen people from its target demographic to promote the car, paidContent reported.

Participants in what the car company calls the "Fiesta Movement" will drive the car for six months and document their experiences through blogs, online videos and updates on social media sites.

The test-drivers were chosen by the company among more than 4,000 submitted video auditions. Qualifications for acceptance into the "movement" included high scores on a "social vibrancy" rating, creativity, multimedia skills, and the driver's record behind the wheel. Ford has stated that it will exercise no control or censorship over the material produced by the test group, according to paidContent

The campaign is meant to tap into a youth market that is unlikely to buy domestic cars.