FIAT: Score a Scorpion

Ignite Social Media partnered with FIAT for ongoing social media services including: strategic consulting, community management, content creation, reporting, paid media buying and social programs.


Exceeded goal for the program by 153%.
More than 60% of entrants opted into FIAT’s CRM database.
1.7 million impressions; more than 266,000 referrals to the FIAT Abarth website.


The Chrysler Group FIAT brand tasked us with generating a program that fostered awareness and consideration for the new FIAT 500 Abarth.


Knowing that the Abarth target psychographic consisted of intelligent risk-takers who love the thrill of discovery, we designed an interactive quest around the Web over a four-week period. To participate, users entered through an app hosted on the FIAT USA Facebook page and were given clever hints to find ‘scorpions’ that were hidden around the Web – in paid display ads and on FIAT-owned websites. Users could collect up to eight scorpions for a chance to win an Abarth merchandise prize pack or a new FIAT 500 Abarth.

Successfully drove awareness and purchase consideration for the new FIAT Abarth
Ignite Social Media