MEC Interaction achieves media agency first to launch Alfa Romeo MiTo in innovative Active Engagement campaign.

Alfa Romeo unveils its newest compact model, MiTo on 6th February. To coincide with the launch, MEC Interaction has created a bespoke online game and unique media partnership with ten high-ranking UK websites. MiTo is Alfa Romeo's new compact power model (155bhp) and is targeted at young single men and stylish families.

The campaign was created by MEC Interaction, MEC's specialist digital, search and direct response business and is centered around ‘My Alfa Rally' - a ten stage online game created specifically for the launch of the MiTo. In the game, players compete to win over 250 prizes including Nintendo Wii's, iPod Touch, iPod Nano and an Alfa Romeo MiTo. A heavyweight TV and radio campaign will also support the digital work that spans display, search, affiliate network and mobile.

All media activity launches on 6th February, with a media first web push between 1-3 pm. This will run over 10 individual networks with activity frequency capped across all networks: delivering a network coverage of over 80%. Each partner site will carry a bespoke game that links directly into MyMiToRally hub hosted on mymitorally.co.uk. Players are invited to register to log their scores on a master leader board to be in with a chance of winning the MiTo. Once registered, players receive a welcome email including a free e-zine created by Dennis Publishing, which contains product details, game rules and hidden cheats.

Players will be contacted regularly during the campaign to keep them informed of their rally position and encourage repeat visits to any stage to improve their overall score. Players who visit a dealership for a test drive will be rewarded with a power-up bonus code. Other bonus codes are available for players who log their times on Facebook or send the game to a friend.

The game was created to demonstrate the impact of the MiTo's three switch DNA system (Dynamic, Normal and All-Weather) on performance by its different rally stages with varying terrain and driving conditions, in order to give the player a taste of the MiTo driving experience.

Alistair Jones, Account Director, MEC Interaction, said: "In the automotive market today, competition is fiercer than ever on all areas of the product offering. It's imperative that manufacturers seek prolonged active engagement with the customer through innovative integrated communications. We have created this media mix in order to communicate the launch with as many people as possible, utilizing our fantastic media contacts for the media partners through to devising a strong email and mobile communications plan. The launch of the MiTo marks a new chapter for Alfa Romeo, with their entrance into the supermini category. This campaign seeks to give the player a real taste of what its like to drive the MiTo, to encourage them to go into the dealership to try it themselves."