Fiat has launched a new app-driven campaign called Fiat Street Evo, which uses an app to recognise traffic signs and then displays features of the car on your mobile phone.
For example, a user spots, aims and shoots at a STOP sign with their phone – prompting details on Fiat’s new brake feature to be displayed on the phone. While a parking sign launches details about Fiat’s parking sensor.
Users were drawn to the app with the offer of ‘hidden’ prizes in traffic signs. In just a week, more than a million signs were spotted and users were guided via GPS to their nearest retailer for a test drive.
Insight
Innovative use of mobile technology can turn offline experiences into interactive worlds.
