Second screen campaign for Fiat

SECOND SCREEN To introduce the new Fiat 500 model, the car manufacturer launched the "Urban Stories" TV campaign at the beginning of October. A new artist was presented every Sunday for eight weeks. The campaign also included the integration of the second screen with the help of TVSmiles.Fiat generated a second screen app for its new model in which the user could win a Fiat 500.The aim of the campaign is to increase traffic to the Urban Stories website and to generate participants for the Urban Stories competition. TVSmiles has integrated call-backs, a type of transmission confirmation, to track competition entries and thus achieve a higher conversion rate for the customer. Following the successful launch of the campaign, Fiat has already booked 25,000 net campaign contacts, in addition to the original 40,000, and the TVSmiles app contains playing cards, so-called campaign cards, each with three different challenges. Users are rewarded with Smiles, the app's currency, if they successfully complete the challenge. The challenges at Fiat were a product quiz, a visit to the Fiat Urban Stories website and redirection to the competition entry page. In the first seven weekends, TVSmiles generated 55,390 net campaign contacts. Of these, 49,892 users played the campaign-related quiz. 54,816 users (98.9 percent) went to the Urban-Stories website and 49,892 users went to the competition page. The campaign therefore has a CTR of 90 percent. By November 17, 12,865 people had entered the competition using the TVSmiles campaign card. This corresponds to a conversion rate of 26%. In total, the campaign generated 160,098 gross campaign contacts across the three different challenges.