Most important goal for the execution: communicate what the Fiat 500C is all about: driving fun. Normally cinemas only offer the ability to see products in an emotional, but passive way. We changed the advertising break right before the movie started into a virtual experience zone and activated people to become part of the 500C driving experience. A moderator appeared on stage and explained what's about to happen: An interactive game had the left side of the audience playing against the right side. With their hands they could steer the two 500C's on the split screen around a uniquely designed racetrack.

The Cinema Challenge was a huge success. More than 20,000 people played the game and posted their experiences on Facebook and Twitter. Over 80% returned their coupons to win the 500C for a weekend and requested a test drive. Overall, the demand for test drives in dealerships increased by 14%. This was a perfect start to the convertible season for the Fiat 500C.