The Chrysler Group FIAT brand needed to generate awareness and consideration for their new FIAT 500 Abarth. To leverage residual traffic from a TV spot that ran during the Super Bowl, we created a social campaign designed to engage new visitors over a four week period. Given what we knew about our audience, we engaged them with an online scavenger hunt.Our strategy was to create a social campaign that resonated with the target audience, who are known to be intelligent, particularly in understanding the inner workings of cars, edgy risk-takers who love the thrill of discovery. Taking an integrated digital and social approach, we engaged this audience with an interactive scavenger hunt across the web to find scorpions hidden on owned properties and in paid placements on partner sites like National Geographic’s scorpion page. The scavenger hunt’s home base was a fan-gated tab on the FIAT USA Facebook page where participants collected their scorpions and could opt-in to the FIAT CRM database for future contact. Only FIAT fans were given hints to find the hidden scorpions and could collect up to eight throughout the promotion. The more they found, the better the prizes they might win. The first four scorpions a user collected counted as entries to win one of ten Abarth merchandise prize packs, while the next four scorpions counted as entries to win a new FIAT 500 Abarth before it was even available for purchase. The program was promoted through the FIAT USA website, social shares, and media buys on digital and social media properties. We exceeded our entries goal for the program by 150%, netting more than 25,000 participants who spent 9,000 hours playing the game. The program also generated more than 250,000 referrals to the FIAT Abarth website. In four short weeks, we doubled the number of users opted in to the FIAT CRM database, showing consideration to purchase. What’s more, 60% of entrants participated in all eight rounds of the program, and while it was a secondary metric, we were able to add more than 70,000 new fans by the end of the program.
http://scorpiontales.tumblr.com/ http://blog.fiatusa.com/news/score-a-scorpion-tempts-audiences-with-the-chance-to-win-a-new-fiat-500-abarth/ https://www.facebook.com/fiatusa/app_260135070723386 https://twitter.com/FIATUSA
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