FIAT 500X and Dynamo star in ‘Power of X’ European tour
Friday January 23, 2015 at 9:55am
FIAT is collaborating with world-famous magician Dynamo for a campaign to promote the launch of the FIAT 500X crossover. UK consumers are now being given the chance to win a pair of tickets to an exclusive live performance by Dynamo at the London Olympic Park in Stratford at the end of January. Dynamo has been playing a pivotal role in FIAT’s “The Power of X” European tour, running since mid-November, which has seen the 500X appearing in the main squares of 74 European cities as well as 602 exclusive premières hosted by FIAT dealerships all over Europe – a total of 676 special events. The tour has now reached the UK. Participants in the #ThePowerOfX initiative are able to try out the new 500X, including a ride with a professional driver. They can also take part in an immersive digital experience using the “Oculus Rift” Virtual Reality headset, which can reproduce a 360-degree environment in ultra-high resolution 3D and which also includes ‘4D’ rumbling seats. This digital experience includes what FIAT and Dynamo claim is the first-ever virtual reality magic show, produced in collaboration with FIAT, Dynamo and double Oscar-winning British creative studio Framestore. Consumers who try out the 3D experience in dealerships are also being given a special cardboard toolkit to recreate the virtual experience at home using. This includes cardboard 3D glasses which, when linked to a special smartphone app, become a virtual reality headset. In the UK, the Olympic Park special event is being promoted in dealerships and through press advertising. To enter the draw for one of 20 pairs of tickets (plus accommodation and travel), people have to sign up to receive marketing emails from FIAT by visiting www.thepowerofx.co.uk.