Fiat is taking its Abarth version of the 500 coupe to Facebook for a promotion in which fans are being urged to vote for one of five teams who will compete against each other in a performance
driving camp using the car.
The program also touts the camp itself, which is part of the Fiat Abarth purchase package, and which will be held in different locations around the country. By voting for their favorite team in the contest, which runs through April 26, fans are also entered to attend one of the several Fiat 500 Abarth Driving Experiences.
The five teams each comprise a Facebook Fiat "fan," five automotive bloggers, five lifestyle bloggers and five pro drivers. The teams will compete for a variety of trips and prizes on behalf of other Fiat Facebook fans online, according to the company.
The "Drive for the Fans" effort is at Facebook.com/FiatUSA. At that tab, consumers are supposed to choose a team they want to support favorite team, which also enters him or her for a chance to win a drive experience for themselves in one of six Fiat Abarth Driving Experience locations across the country. The site also tracks the scores of the different teams.
Mini, positioning the Abarth as a diminutive performance driving machine is giving anyone who buys the Abarth a free entry to the The Abarth Driving Experience. The program of which there will be six, is run by the Richard Petty organization. Mini says there may be more dates and locations based on demand.
As part of the social media promotion, the teams will compete in a four-part challenge involving driving dynamics, autocross, head-to-head, and performance.