Case Study: FIAT achieves increased brand awareness and mobile engagement with Millennial Media

FIAT Drives Awareness By Putting Mobile Consumers First

FIAT North America tapped mobile to launch the all‑new 4‑door 500L, aiming to boost awareness, consideration and web traffic among energetic, independent thinkers. The challenge was to reach on‑the‑go consumers in relevant lifestyle contexts and drive meaningful engagement on smartphones and tablets.

Using Millennial Media’s audience targeting across lifestyle content (health & fitness, technology, entertainment), the campaign deployed custom rich‑media units—high‑impact video, a photo gallery, auto‑colorizer and dealer locator—to put users “in the driver’s seat.” Results included nearly 2x higher rich‑media first‑interaction rates on iPads versus the industry average, an 80% video completion rate (about 2x industry average) and an average video play time of 31 seconds, delivering strong mobile engagement and awareness.

Fiat

Casey Hurbis

Head of Communications