MEC Interaction helps Fiat 500C playlist to evolve in first Spotify mobile partnership

Italian car giant Fiat is evolving its 500C ‘feelgood' playlist that it created earlier this year in an official mobile partnership with Spotify, the music sharing application.

The project launched in July by Fiat, Spotify, and media and digital agencies MEC Interaction, MEC specialist digital agency, and AKQA, supported the launch of Fiat's 500C convertible supermini by asking music lovers to choose their favourite happy songs for a playlist.

Now, building on the existing branded playlist relationship which generated more than 2,500 tracks (equivalent of seven days of music), Fiat and Spotify are incentivising users to whittle down the list to create the Fiat 500C Feelgood 50 - the perfectly-sized playlist to enjoy on the move.

Nominating their favourite songs from the Fiat 500C ‘feelgood' playlist, entries will be in with the chance to win an Apple iPhone or premium Spotify subscription package. This will be the first time Spotify has partnered with a brand to create a collaborative social playlist that is available for mobile.
MEC Interaction will be running all of Spotify's digital formats including audio, billboards, skyscrapers and leaderboards, including extending the Spotify/Fiat keywords across Google. AKQA created the online banners and Spotify audio ads.

"This campaign is designed to continue raising awareness of the launch of the Fiat 500C across a trend-setting, free-thinking, stylish audience to promote test drives," says Elena Bernardelli, marketing director, Fiat Group Automobiles UK Ltd. "Popular music and mobile phone technology go hand in hand with a fun car such as the 500C and I am pleased that we are involved in this campaign."

"Fiat continue to lead the way in technology and innovation, and Spotify is a natural fit," adds Susan Clarke, Account Director, MEC Interaction. "By partnering with Spotify in the launch of their mobile application Fiat is able to continue to engage the audience by offering the playlist in a new format"

"Spotify are very excited to have Fiat as an official mobile launch partner," says Ross Adams, Spotify Account Director. "The noise around the launch is huge, with it hitting No 1 in Apple's free app store within 48 hours of launch, and Fiat are a key part of this success. Having already worked on some groundbreaking activity with us, with the first ever branded playlist, Fiat is continuing to push the barrier of what is possible."

More details on the campaign on www.fiat.co.uk/feelgood50.