• by OMMA Magazine Writers , August 22, 2011

FIAT targeted a younger crowd to relaunch the North American FIAT 500 model. The campaign, highlighted at a music venue in Austin, Texas, connected with music fans open to finding emerging artists. FIAT tapped local artists to graffiti and paint car parts lining the main entrance. Some were used as musical instruments that guests could play. Partners included New Era, Budweiser, Diageo North America, Zinio and RDIO. The campaign included live interviews airing on Sirius Radio reaching 1.3 million listeners. Media impressions reached more than 324 million across an iPad app, interactive iPhone application, and live performances streamed on MySpace.