FIAT 'SCORE A SCORPION' DIGITAL AND SOCIAL CHALLENGE
Situation:
FIAT was making a comeback in the US and needed to increase awareness with a new, younger, digitally savvy demographic while still engaging its traditional, loyal fans.
Task:
Come up with a social media initiative to capitalize on the buzz expected from a Super Bowl commercial. Foster awareness and consideration for the new FIAT 500 Abarth.
Action:
Knowing that the Abarth target audience consisted of intelligent risk-takers who love the thrill of discovery, my team designed an interactive quest that started in social but extended across the Web for a chance to win a new FIAT Abarth.
To participate, users entered through an app hosted on the FIAT USA Facebook page and were given clever hints to find ‘scorpions’ that were hidden around the Web – in paid display ads or within images on FIAT-owned websites.
Users deciphered the clues on the FIAT Facebook page to know which website to visit. If they were correct, they would see a scorpion on the page, such as in a display ad. Clicking the image or ad added a scorpion to their tally back within Facebook. Once they collected eight scorpions, they were eligible for a chance to win the grand prize, a new FIAT 500 Abarth.
Results (over a four-week period):
• 60%+ entrants opted into FIAT’s CRM database
• Exceeded entry goal by 153% (~26,000 entries)
• Increased Facebook fans by 70,665 (179% to goal)
• Sent 266,568 referrals to the FIAT Abarth website
• Won PR News Digital Award
Agency credit: Ignite Social Media
