Turning heads

Benjamin Hopkins makes a statement wherever he goes.

The 21-year-old Kinston native and senior at North Carolina A&T drives a "squeeze green" Ford Fiesta that manages to catch the eye of almost every passerby.

"It's a great conversation starter," Hopkins said.

Hopkins was one of 100 people chosen nationally to promote Ford's newest model vehicle, which is set to be sold in the United States during 2010. He earned the opportunity to take part in the company's six-month promotion, the Fiesta Movement Social Media Campaign, through a YouTube entry.

"I was supposed to be doing homework, but I got bored and went on Facebook," he said. "I saw an advertisement that said Aggie drivers needed."

Nearly 4,000 people created videos explaining why they should drive the Fiesta. The campaign's agents were chosen based on their social networks establishments, strong Web presence, ability to present a story and vibrant personality.

"These agents are ready for adventure and eager to spread the word with their friends, fan and followers," Connie Fontaine, Ford's brand content and alliances manger, said. "They're going to take our Fiestas on missions across the country and share how much fun they are having."

Part of the social media campaign requires each agent to participate in a monthly mission. Hopkins has already completed two missions in which he created videos promoting the Fiesta in skits such as "Pimp My Ride" and "10 Most Wanted Features."

Being a fashion design and merchandising major with a business minor makes it easy for Hopkins to get the word out about the Fiesta.

"I love talking and I love promotion," he said. "When I feel very strongly about (something) I can talk about it all day."

Hopkins flew down to Atlanta, Ga. to pick up the car and attend the unveiling at the Atlanta Braves' Turner Field. He had to learn how to drive the manual vehicle before heading back to N.C..

"They had courses teaching us how to drive (stick shift) in the parking lot," he said. "After that I hit the highway and ever since I've been burning up the roads, making videos and turning heads everywhere I go."

Sarah Campbell can be reached at (252) 559-1076 or scampbell@freedomenc.com.

Ford Fiesta features

Fuel efficiency - 40 miles per gallon

Fewer oil changes - oil change every 10,000 miles

4-inch multifunction display

Keyless entry and power start button

Visit Hopkins' Web site at fiestamovement.com/agent11