The Fiat-owned car brand is running a competition on Twitter to create word of mouth around its campaign for the MiTo car.
The campaign asks users who spot one of 1,300 stencils of the MiTo car around major cities to take a picture and post it on Twitter with the hashtag #MiToStencil.
The company has also launched a Twitter profile for the campaign, at twitter.com/mitostencil, which it’s using to post information about urban culture, technology and fashion in order to appeal to its young, urban target audience.
Claudio Annicchiarico, head of digital for the UK and Ireland at Fiat Group, said, “Alfa appeals to an older male buyer, so the big objective with this campaign is to reach a youth audience. Twitter also enables us to have the speed and immediacy that we need to bring the stencils to the web.”
The Twitter competition is supported by an email campaign to Alfa Romeo customers and through a viral video of the making of the MiTo stencils.
It follows a major digital marketing push by Alfa Romeo for the MiTo in February, when the company committed 40% of the marketing budget to online
This story first appeared on newmediaage.co.uk