Alfa Romeo runs Twitter campaign for MiTo model

Alfa Romeo has launched a social media campaign to promote its MiTo model to a younger audience.

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

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here