2012 Fiat 500 Sport: Perfect for the Drive-In?
August 12, 2011
Fiat will be kicking off what I think is a brilliantly fun marketing campaign tomorrow: multi-city film events with the 2012 Fiat 500 providing the seating. On August 13 and 14 in New York's Central Park, movie goers will be treated to a double feature from the seats of 36 2012 Fiat 500 and 500 Cabrio models. Naturally the event will also have bocce ball, espresso and gelato to further enhance that la dolce vita experience. Love it!
The campaign is meant to get people to take a closer look at the Fiat 500 and clear up any misperceptions they have about small cars. "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," said Head of Fiat brand North America Laura Soave (via AdWeek).
At least here there won't be any "Hey! Down in front!" issues.
The Fiat outdoor screenings will hit Chicago on August 19-21, Miami August 26-28 and Los Angeles September 3-5.
Caroline Pardilla, Deputy Managing Editor