FIAT ENTERTAINMENT
In an effort to not do advertising, we started talking to a few interesting digital media and entertainment partners. Expressionists in their own right. Here are a few we collaborated with.
PANDORA creates "customized music" playlists. With over half a million variations, the FIAT 500 creates a "customized car" to suit individual fancies. So there was a strong commonality between the two. Plus both (music and car) are forms of expression. Working with Pandora, we created customized playlists depending on the FIAT 500 you configurate. (Or the emotion you choose.) Each configuration suggests and plays the genre of music you may like and vice versa. That playlist is posted on your Facebook wall...while the configurated car takes you to fiatusa.com for next steps.
THE ONION'S A.V. CLUB had an online series called POP PILGRIMS. It features visits to pop culture landmarks. A perfect fit for the iconic FIAT 500 in terms of “one classic driving you to another”. Working with the channel crew, we had a FIAT 500 drive around such places in key markets like LA, SF, Seattle, Chicago, NYC, etc. Not only that but each drive relived a classic driving scene. Just like the original protagonist in respective episodes, we had the series host (and the occasional local expert) drive to the featured landmark. For example, Bruce Willis’ drive to the Nakatomi Plaza in ‘Die Hard’. Or Jimmy Stewart’s drive to his apartment in ‘Vertigo’. And so on.
BRAVO TV’s WORK OF ART is a reality talent show searching for the next best artist. In its second season, contestants were given original FIAT 500 parts and asked to create something cool from them. It’s was their expression, their emotion, that was judged by a panel of art luminaries and critics.
