Fiat SMS Adventure at the Movies

I'm a little surprised that I had never seen this before; especially, considering the campaign debuted in 2006. For a company to come up with something like this at a time when advertisers were just beginning to scratch the surface of mobile marketing (many would claim that we're still in this stage), makes me want to fly to Brazil to give the designers my kudos in person. With such an interesting use of SMS technology, that also ties in crowdsourcing and branded entertainment, you would think that this effort would have been duplicated many times over by now.

Beyond the innovative call-to-action and participation payoff, the campaign succeeds in motivating users to visit the branded Fiat "choose your adventure" site after the movie. While the greatest number of participants with matching responses watched the Fiat short movie that corresponded to their survey answers, there were still 15 other versions of the branded film to view online. Curiosity alone would push a person to visit the site.

The campaign generated significant coverage for Fiat. The campaign articulated Fiat's brand ethos while forging direct connections with consumers.

Are you surprised that other brands haven't leveraged this form of SMS interactivity?

For more information on the campaign, and to view two versions of the Fiat Adventure movie, click here.

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