Microsoft Advertising and FIAT have launched the final phase of their digital advertising campaign to promote the new FIAT 500X on Xbox One and Xbox 360.
The latest installment of ‘The Power of X’ campaign features an interactive illusion by Dynamo, where he asks participants to select a series of options which culminate in the magician correctly guessing the final scenario featuring the FIAT 500X.
Launched late last year, the campaign has been designed to raise awareness of the new car between its unveiling at Paris Motorshow in October 2014 and its official launch date on 24 April.
Michelle Davis, digital communications manager at FIAT UK said: “For the first time, FIAT is entering the crossover vehicle segment, meaning that FIAT needs to introduce itself to a new audience, offering them experiences that are in line with their expectations. This latest phase brings another fantastic illusion from Dynamo which, like the car itself, is full of surprises.”
The first stage of the campaign has been live across Xbox, Skype, MSN, Outlook.com and Windows 8 for the past three months, with the dedicated hub prompting audiences to sign-up and receive information on the product. Chapters of content and new experiences were unlockable through engagement with the devices or via online platforms.
Engagement for the initial phase reached an average of four minutes and 20 seconds in terms of dwell time spent on the platform.
The campaign was launched in partnership with media agency Maxus, Krow Communications and Doner.