Fiat Drives Home its Style Message with SoHo Gallery - Event Marketer

Fiat Drives Home its Style Message with SoHo Gallery

DB_Fiat_2012 Book
Brand: FIAT
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2012

Looking to make an impression in a venue with a little more inherent style than the convention centers that host auto shows, Fiat decided to take its 500 Cabriolet to the streets of SoHo. The automaker hoped to connect with influential lifestyle journalists, artists, fashion designers, musicians and other trendsetters in New York City’s creative scene with the Fiat Gallery at 18 Wooster.

For 12 days, the space featured live music and art exhibitions in an Italian design–inspired lounge, complete with complimentary Lavazza espresso. The space was divided into three zones—an Italian cafe, a full Fiat exhibition featuring the latest models along with a classic 1967 Fiat 500 and interactive media displays, and a design lounge in which Fiat-related works of art were showcased. A small library of design and art books were available as were iPads that visitors could use to explore the Fiat website and partner content.

The gallery was open to the public during the day, but at night it became an invite-only hot spot for New York influentials. Fiat booked a full schedule of fashion shows, art exhibits, concerts and other activities evoking Fiat style, including co-branded events with Vogue and GQ. The experience also included a celebration of Italian cuisine featuring a tasting by pasta brand Barilla. Fiat extended the experiences to Facebook and Twitter with photography and videos. Before it closed, the gallery was used for a weeklong media summit where top automotive journalists learned about the new Cabriolet and participated in a ride-and-drive.

More than 15,000 people visited the gallery, including more than 50 journalists from a range of media outlets, and the space generated more than 354,275 impressions through the brand’s Facebook page, as well as 240 retweets and more than 390 Twitter mentions.

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