The campaign involves a video of stunt driver Terry Grant driving the Mito through 2,500 of balloons arranged in the shape of the Alfa Romeo logo, leaving four unburst.
It is rolling out the video today across YouTube and on its Facebook pages and will be promoting it via Twitter. It is also launching a competition today on Facebook, to get fans to guess where on a grid the remaining balloons are.
The winner will be treated to an Alfa Romeo track day at Goodwood Motor Circuit. It will be launching more videos linked to the campaign over the next few weeks.
The campaign was devised by Yuki Media, with Grape Digital handling the Facebook activity. Big RD was responsible for the production.
Alfa Romeo is already active in social media space and in May this year signed up to feature in a social game ‘I Am Playr’ as the sponsor of a fictional football club called River Park.