The British singer-songwriter performed a new version of The Emotions song Best Of My Love in front of a VIP audience and a crowd of consumers that had gathered around the installation in Potter’s Field Park.
The song’s beat was set by the new car, which was driven and reversed around the LP by a driver. Eyre then performed the track before heading onto a main stage with her live band to perform three tracks from her album Feline.
The VIP tent supplied canapés and drinks to a selection of invited guests and celebrities, who could view both the new and original model inside the space.
The experience formed part of Fiat’s wider The Icon Reloaded campaign, which centres on music and the idea of ‘re-mastering’ the car.
Initials Marketing executed the event. Rachel Bateman, head of live engagement at the agency, told Event: "This Fiat 500 campaign – The Icon Reloaded – is a prime example of the new breed of experiential activations.
"The creative concept completely delivered on Fiat’s challenge to create a story that would engage and entertain a broad Fiat 500 audience. Activations today are expected to drive share of voice through every channel – from PR to social – and this campaign is a textbook example of how a multichannel programme, deeply rooted on a stellar live performance, can excite people."
The event was also delivered by Phar (music partnership), Presentation Design Services (event production), Brave Spark (content generation), Finn PR (brand PR) and Aisle 8 (event PR).
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