The company wants to drive visits to its WAP mobile internet site. It has collaborated with MSN, Sky and SnapNow to achieve this.
Dealers’ jaws will drop when they find out what the Italian brand has achieved, too:
• Customers can take a picture of national press ads on their mobile. Using picture recognition technology, they can text this to Fiat, and receive model details.
• Sky will run its first-ever mobile TV ad, routing customers directly to the Fiat 500 WAP site.
• MSN will display the first animated banner on the mobile internet.
All genuinely groundbreaking stuff, it is the future of marketing. The campaign will run for six weeks, and promote the Fiat 500 and the eco:Drive green scheme.
‘This is an exciting development for us,’ said Elena Bernardelli, marketing director, Fiat UK.
‘We will be making more of the Fiat 500 and eco:Drive with these interactive adverts, and the technology we are offering in our products is reflected in the technology of the marketing methods we are using.’
Special web achievement of the year: Fiat