Since this was its 'happiest' model, Fiat chose the iconic 500 to star in The X Factor.Not only did the 500 give an impressive performance in the TV shows and the many commercials, breakbumpers and promos; Fiat also managed to bring The X Factor into the dealer’s showrooms by organising backseat-auditions. During these auditions, The X Factor viewers were given a second chance at X Factor fame. This so-called generated content was posted on Facebook and the audience voted for their favourite audition.The winner would perform for a live audience during the break at the finale. Further audience activation included an SMS-and-win with the 500 as a reward. Dealer activation included a live show of The X Factor finalists at the bestselling dealer’s showroom. Both target and dealers activated further by providing 2 tickets for The X Factor live show for every test-drive in a Fiat 500. An actual purchase was rewarded by VIP tickets.

The X Factor proved to be a huge success for Fiat on all communication levels:* On awareness Fiat advertising: viewers (28%) vs non-viewers (19%)* On image: statement “Fiat has The X Factor" viewers (46%) vs non-viewers (29%) * On image: statement “Fiat suits me” viewers (27%) vs non-viewers (17%)* Interaction: * 80 backseat auditions* 50.825 unique visitors to backseat auditions on Facebook* Average sales per week of the Fiat 500 increased from 120 to 169 during X FACTOR (+41%!)