Fiat’s European ‘The Power of X’ tour, which took the 500X to 74 cities across the continent, culminated in London last month with a live performance by Dynamo, which featured the illusionist bringing a red model of the car ‘to life’ from a 3D light show.
Carlo Calpo, head of brand marketing and communication at FIAT, explained that they have expanded on traditional automotive marketing tactics such as test drives by including 3D experiences for consumers and pushing their presence on digital platforms.
"One of the major touch points was the digital touch point. It’s not only about being strong in experiential marketing but to also bring [it] to the digital environment and make it global," Calpo said.
To make this happen, FIAT has formed a partnership with magician Dynamo, whose TV program ‘Magician Impossible’ has attracted more than 250 million viewers in the last 3 years.
Jason Knight, head of branded content and cultural partnerships at Krow told Marketing that both the brand and Dynamo are right at the heart of the campaign, and are ‘inseparable.’
He explained that Fiat supplies the resources and access to various media channels, which is complimented by Dynamo’s reach, engagement, and access to a further set of media channels.
Looking forward to the next part of the campaign Calpo said that they "are going to deliver something that is more expected in terms of media, but… abolsutely unexpected in terms of content."
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