With its back against the wall financially, auto maker Ford is taking a radical and risky approach to the marketing of its new Fiesta: Later this month, it will hand over the branding and promotion duties for the car to 100 twenty-somethings who have no advertising experience.

Ford is giving each of them a Fiesta to drive around; recipients range from award-winning indie filmmakers, to single moms, to aspiring dancers, and even avid gamers, and they’ll document their experiences with the car through YouTube vignettes, blog posts and other social media updates for six months. The kicker is that Ford will have no control over what they post, meaning the effort could ultimately end up tarnishing the brand almost a year before it hits U.S. dealerships.

But it’s a risk Ford has to take—since it’s in a fight (to the death?) to attract young, tech-savvy consumers that may have never thought about buying a domestic car before. The company believes that traditional marketing won’t sway this demographic.

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