Fiat is continuing its campaign featuring celebrity magician Dynamo to promote the new Fiat 500X crossover with new platform partner Microsoft Advertising and agency Maxus.
The multiscreen campaign, called “The Power of X,” will run until April across Xbox, Skype, MSN, Outlook.com and Windows 8. Preceding the official UK launch at the end of April, Dynamo will feature in an immersive and interactive illusion exclusive to Xbox.
In an initiative that that company claims is the first of its kind, Dynamo will create a magical Fiat 500X illusion that’s exclusive to Xbox One and Xbox 360, and includes a Kinect-enabled feature that lets users unlock more content.
With the use of creative sequencing, which predfines the order in which creative work is viewed according to an individual's viewing history, users can discover the next chapter in the Fiat experience each time he or she engages online, regardless of the platform.
Kate McLaren, head of brand Fiat UK, said that Microsoft’s array of cutting-edge digital platforms helps the company bring “The Power of X” to a larger and more diverse audience that may not have discovered the Fiat 500X otherwise. “The Fiat 500X is a brand new vehicle in a brand new segment for us, so it made absolute sense that we create awareness in new and innovative ways as well,” she said in a statement.
Microsoft advertising sales director Stuart Flint said the firm can tailor-make campaigns to reach their consumers because “we understand our customers,” knowing what Microsoft platforms users will be on at any given time along with the context of what they will be doing. He added that he “can’t wait to see what illusion Dynamo will pull out on Xbox”.
Fiat aims to drive awareness and engagement with its target audience of “stylish adventurers”, defined as people who enjoy new experiences and standing out from the crowed, which the company said are all attributes that the Fiat 500X exemplifies.