UPDATE: The full site has now been decommissioned (the part with the mashup content) but the barebones concept of the site is still there.

So here’s what I’ve been working on.

This is just part of a huge Europe-wide marketing campaign for the new Ford Fiesta. The campaign is the culmination of about 3 years of work at the heart of which is digital and this site is the hub for everything. There’s masses of media out there; billboard, poster, TV, e-mail, WAP, SMS, viral, social out-reach (blogs, Twitter, Flickr)…and web.

The idea behind the site is that it pulls together everything you love – it’s all about ‘mashing up’ content and creating something unique. It is designed to appeal to the 17-29 demographic and is all based around ‘Now’, making the user feel unique and cool! So it’s all definitely about the experience.

The Fiesta portal

The ‘Create’ section of the site streams content from 3rd partie sites – Flickr, CondeNet, GQStyle, Last.fm, Blink box – and creates a Fiesta from the content. You can then mark the bits you like (and don’t like) and your Fiesta will be automatically customised for you using the categories and tags on the content. You can also create you own mashup (video of your Fiesta content) and rate other user’s mashups – all of which appear in a gallery. You can also add your own content to the Flickr group and have the chance of it being pulled into the site (it’s moderated first). It’s totally immersive and interactive – engaging users and making them feel special!

I think it’s an absolutely fantastic site and a great concept! I hope you enjoy it, and please hit up all the links and feel free to repost.

Here’s the links:

• The site
• Flickr group
• Twitter
• Blog
• Facebook