•Three-month long partnership puts Fiat alongside summer's biggest films

•Immersive activation sees a car in the cinema-foyer for the first time

Fiat has launched an immersive, largescale cinema campaign to promote the Fiat Tipo range to a family audience, through a shareable, interactive experience.

The immersive activation sees Fiat bring a car into the cinema foyer for the first-time ever. Working with creative agency Flying Object and Magic Camera, the model makers who have designed sets for major Hollywood movies, the car's spacious interior and boot will be filled with a miniature world of cinematic wonder.

Cinemagoers will have the opportunity to become part of the scene. By poking their head through the car window, they can pose as a 'monster' looming over the miniature world.

A detailed model landscape will be packed with volcanoes, helicopters, mysterious statues, giant ants and much more, creating a loving homage to Saturday afternoon adventure films like Jurassic World, while showcasing the cavernous capacity of the Fiat Tipo.

Fiat and video production company Contented have also created a 15 second bespoke cinema ident that will run alongside Fiat's 30 second brand advert that promotes the extra space its new Tipo model offers families.

Kate Barrett, Fiat Brand Communications Manager said: 'We wanted to stand out and push the limit of how people see the Fiat Tipo. Through an engaging experience that brings our unique proposition to life, we hope to shift people's focus to highlight the Tipo's key qualities while sparking conversation and driving brand difference.'

Other key assets and branding will feature on Cineworld's website and newsletter, including a 'Families Go Free' competition which offers 1000 families the chance to win an exclusive family cinema trip.

Davina Barker, Sales Director, Digital Cinema Media, said: 'We continue to push boundaries with what's possible in cinema's unique environment and what brands can do to engage cinemagoers in the immersive cinema space. We're thrilled to be working with Fiat to perform a media-first by bringing a car into the cinema-foyer for the first time, in this fun, immersive and memorable campaign.'

Fiat has collaborated with Cineworld, Starcom and Digital Cinema Media (DCM) to bring the powerful campaign to life, which is set to run for a period of three months. The in-foyer activity will run on Saturday 9 June at Cineworld Crawley, with other brand assets launching on Friday 8 June and supporting the campaign until 31 August.

The Fiat Tipo range is available to order now, priced from £13,800 OTR for a Tipo Easy hatchback with 1.4-litre 16v 95hp petrol engine. For more information on the Fiat Tipo please visit www.fiat.co.uk or to locate your nearest Fiat dealer visit www.fiat.co.uk/dealers.

Photo credit: Fiat
posted on conceptcarz.com