Experiential is the name of the game for Fiat, as it works to reintroduce its cars in the U.S.
According to Adweek, Fiat, with help from Impatto, took over New York’s Times Square this past weekend for an all-afternoon promotion that culminated in a double feature that viewers watched while sitting in 36 2012 Fiat 500 and 500 Cabrio models.
Commenting on the power of experiential marketing, Laura Soave, head of the Fiat brand in North America, said, “The best way to show people is to ‘show people.’ They’re surprised to find there’s a lot of space and to see the quality of finishes like leather and all the other content in the vehicle.”
Fiat served espresso and gelato, hosted rounds of bocce ball and played music from local DJs and bands amid their cars on display. At dusk, the carmaker screened remakes of Romeo and Juliet and A Midsummer’s Night Dream on the Jumbotron.