As U.S. Footprint Expands, Fiat Turns To Event Marketing

The Fiat brand debuted their commercial “Drive-in” at the crossroads of the world last weekend, turning Times Square into a Drive-in to support the theme of their latest ad campaign. While the event got a lot of press, it turns out that this is just the start of a wider event marketing strategy for the Chrysler-owned auto brand.

The event marketing campaign is being used to support new Fiat stores in the U.S., of which there were 30 new openings in July. The goal is to have 130 by year-end, according to Bloomberg.

Speaking of the campaign, Laura Soave, head of the Fiat brand, said that event marketing is key to Fiat's U.S. expansion.

“We have coverage now, so now is the time for us to turn this up,” she told Bloomberg. “We’ve activated the smaller guerrilla- type marketing, but then these are the bigger events that are going to get us bigger awareness.”

Check out some raw footage from the Times Square event below, and Fiat's new ad at bottom.

Here's the Fiat Drive-in ad:

Look for Fiat pop-up events in major cities like Chicago, Miami and Los Angeles next.

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