Customer – Fiat Abarth
The Abarth Biposto celebrated its world premiere at the Lignières Historique Racing Festival. For this, eventagentur.ch developed a new form of digital communication and lead generation, including the global Abarth Facebook community.
The launch of the new Abarth 695 Biposto had been eagerly awaited. Abarth retailers and their best customers had already preordered the Biposto without ever having seen it. This was the first road-approved Abarth with racing gears.
As main sponsor, Official Car, and Pacecar of the Lignières Historique International Racing Festival, the brand-new Abarth was the focus of the event. The fan community was able to win exclusive test drives onsite via Facebook. Sitting at the wheel of the Biposto was none other than Yoshi Ohmura, Team Principal of the Swiss Squadra Corse racing team.
Go-Pros and mobile camera teams were positioned on board the Abarth Biposto and along the racecourse. All races were announced via Facebook and made available to fans live on YouTube.
The Abarth Biposto went viral! 980.000 people followed the world premiere live.
By combining the sponsor appearance in Lignières, the inclusion of retailers and customers, and the production of content for digital channels, an optimal interplay of online and offline communication was achieved.