A new mobile phone-based advertising campaign has been launched this week by Fiat UK to help promote its 500 city car.
The six-week campaign, an industry first, aims to direct potential customers to the companys mobile internet site.
The campaign is the result of a collaboration between Fiat, on-line communications portal MSN and media giant Sky, together with SnapNow, the mobile visual search service.
A marketing drive will highlight the fact that picture recognition technology will allow customers to take a photo of Fiat’s national press adverts on their mobile phones and send it to receive more information about the Fiat 500, courtesy of a text link to the mobile internet.
Skys[CURLY] mobile site will have a banner that will route customers directly through to the Fiat 500 internet site.
Elena Bernardelli, marketing director, Fiat UK, said: "This is an exciting development for us."
"We will be making more of the Fiat 500 and eco:Drive with these interactive adverts and the technology we are offering in our products is reflected in the technology of the marketing methods we are using."
Written by Roxy Moran