CLIENT:
Fiat
PROJECT:
Co-marketing partnership between Universal Italy and Fiat around launch of new Fiat Punto.
TERRITORY:
Italy.
PARTNERS:
Universal Music, Fiat, and Electronic Arts.
PRODUCT
- 3,500 CD box sets, 100 i-Pod Shuffles and a Fiat Punto as competition prizes.
- Fiat used Marilyn Manson’s “Sweet Dreams” in their European TV commercial for the Grande Punto launch.
MECHANIC
Customers input their details on a website especially created by Universal (www.misterdot.it). Registered users could access video and audio streams of Universal songs, and download demo versions of EA video games. Also contained a link to the Fiat official site.
MARKETING
Stickers with the promotion’s logo featured on all Universal Music Italy products shipped during the campaign period. Radio and press campaigns to promote the initiative.
