The special feature of the campaign is its completely new approach to social media sites such as Facebook, YouTube, Wikipedia, and Flickr, which have been connected to each other using a unique navigation tool. The presentation of the Fiat Punto Evo also included print and TV ads, as well as Bluetooth-enabled billboards. Under the umbrella ‘complete your download’ function, offline and online activities were synchronised to allow the user to collect all 10 codes needed to win a Fiat Punto Evo from the various media. In this way a simple win-a-car competition became a cross-media campaign.

The website had over 60,000 hits in just the first two weeks. Thousands of comments were recorded on the social networking pages and tips on how to find the codes were posted on online forums. This sales drive has established Fiat as a link that connects people to one another; it has become part of the target group’s social network.