Brief: Involve international young users promoting the new Fiat 500 and its positive values; make it simple and easily accessible by online users. Use a social network platform.

Solution: 500 Air Drive Championship is the first "air drive" online contest, organised by Fiat featuring YouTube. It's a simple and engaging contest: no rules, only the desire to express yourselves by sending your own 500 Air Drive video. It's not allowed to show the car (users have to pretend to drive) and reproduce artificial sounds or noises. The online Gallery is published on YouTube. Navigation: The contest is communicated through the '500 wants you' online platform and on a dedicated YouTube page; subscriptions and videos uploads are on the 500 platform while the video gallery is only on the YouTube page, that contributes to the international visibility of the event.