Fiat creates interactive illusion with Dynamo on Xbox

Fiat has created an interactive spot on Xbox with magician Dynamo as part of its 'The Power of X' campaign.

Fiat: teamed up with Dynamo to create interactive illusion
Fiat: teamed up with Dynamo to create interactive illusion

The interactive activity, exclusively on Xbox, sees Dynamo 'speaking' directly to the user and asking them to select a number of on-screen options as part of an illusion.

The user is asked to choose things on screen including numbers and colours and asked to imagine a scenario. Dynamo then correctly guesses what the user is imagining.

It is part of Fiat's wider campaign featuring Dynamo which kicked off in November to promote the new 500X model that included a European tour across 74 cities that culminated in a live Dynamo performance in London in January. It also included a content hub.

Fiat said the campaign had delivered an average of 4.20 minutes dwell time on the hub.

Speaking to Marketing, Michelle Davis, Fiat digital communications manager said the new car was aimed at "stylish adventurers". The aim was, she said, to reflect the innovation of the new car with innovative digital activity.

"Fiat is entering the crossover vehicle segment, meaning that it needs to introduce itself to a new audience, offering them experiences that are in line with their expectations," she said.

"In digital, trying to get the right level of engagement is so difficult, and the whole partnership and activity that we’ve run to date with Microsoft has already over delivered in terms of engagement. We’re just really excited because it’s brand new – something nobody’s done before. The car is really innovative and we needed to show that."

Owen Sagness, general manager at Microsoft Advertising UK said Xbox was a "rich creative canvas" that provided a platform to communicate with an engaged audience. In the UK alone, players spent 5.4m minutes a month on Xbox, he added.

"Microsoft’s commitment to utilising insights to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply buying advert is at the heart of this campaign," he said.

Brand: Fiat

Client: Kate McLaren

Agency: Maxus Global, Krow Communications and Doner


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