"Dubbed the "Fiesta Movement," Ford worked with New York-based social media consulting firm Undercurrent to help flesh out the concept; more than 4,000 people submitted video auditions, and the WSJ reports that Ford chose the recipients based on a "social vibrancy" rating?a measure of how much they were followed online and across how many platforms?as well as other factors like overall creativity, video-making skills and of course, their driving histories" - Alan Edgett from Bookmarklet