• by Karl Greenberg , September 26, 2012

Fiat and McDonald’s are taking a chance on the 20th anniversary of Monopoly this year with a game dangling the 2013 Fiat 500. And not just one of the cars. For the game, which runs through Oct. 22 in McDonald's restaurants and through Nov. 3 online, Fiat is offering 31 of the vehicles as prizes.

Tim Kuniskis, head of Fiat Brand North America, said the partnership helps Fiat build awareness beyond the urban centers. "Having the 2013 Fiat 500 as a featured prize for participants is a great opportunity for us to bring this Italian icon to mainstream America," he said in statement.

In restaurants, the game involves customers peeling Game Pieces from select menu items to collect property sets or Instant Win prizes. They can enter Game Piece Codes at www.PlayatMcD.com. Fiat is offering 20 of the vehicles for the the in-store game -- 10 of them online, and one in the Grand Prize Sweepstakes online.

For each online game play, participants get a virtual house. With every fourth house, the participant gets a virtual hotel, which includes an entry into the Grand Prize Sweepstakes for the chance to win a 2013 Fiat 500. 

Fiat is supporting the program on its social media outlets and the brand Web site, where players can register for the game and get a virtual house.

Jesse Toprak, head of industry analysis at TrueCar.com, says that appeal for Fiat 500 is strictly urban right now. "You will see a few sprinkled here and there in suburbia, and in some wealthier neighborhoods in the middle of the country, but because of its size, practicality issues,  and the fact it is not the best thing for inclement weather, it's really more of a novelty vehicle beyond metro areas."