Fiat’s Punto Web Series takes its online web community on an adventure

Car manufacturer Fiat is rolling out an online web series in drive for the Fiat Grand Punto in Italy.

The competition is composed of various phases, (3 to be exact) first one being an online, open-to-all-public, registration process where candidates can access the competition site through this link www.8inpunto.it, enter their personal information and record a self-video which will be uploaded into the system and available for all Internet users to see and vote for or against through an ‘interactive wall.’

It is through this interactive wall that Fiat’s professional jury will receive the most feedback as to who is most popular, funny, genuine amongst all contestants.

However, in the end, the winner will not be one, but 8; 4 guys and 4 girls who will be competing for a major prize after being put through trials and tribulation over a total period of 8 weeks in 4 different cities.

This Fiat web series is the perfect example of online interactivity through virtual communities using an innovative online branded competition which engages users to interact with the brand.

With so many choices as to how people spend their time in the digital arena, attention is becoming the most important of all. In today’s splintered media environment, new digital products and services must compete with everything available out there, (whether offline or online), making differentiation key to developing an audience that is loyal, invests, and ultimately drives value to the brand.

Fiat in this particular case, is making this possible by permitting its audience to participate in the cast-off for the final 8 lead characters in this web series and also giving them an open space where they can share their thoughts, strategies, tips and secrets as to help their favorite player solve the given mystery.

This ‘fun’ opportunity will determine user experience and user connectivity with the brand. Activities such as those that spell out ‘play’, ‘fun’, ‘adventure’, ‘we need YOU’, are all social activities that engage people’s attention and involve them with the brand, a great advantage social networks have over other online channels.

Invite users to contribute to your brand, engage them in activities, invite them to participate, let them know they’re important to the success of your brand and make them feel a part of it…!

This entry was posted on Tuesday, October 28th, 2008 at 6:50 pm and is filed under Social Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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