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Marty’s Marketing Minutia: Carvertising Heats Up

The Case of the Missing Fiat Ad.

by on Jan.20, 2012

Coulda sworn we saw it...Fiat's Golden Globe ad came and went.

Fiat’s Vanishing Act

For those not celebrity obsessed, the NBC network broadcast of the Golden Globes award show this past Sunday went largely unnoticed. But it was the darling of the twittering masses.  According to published report the TPS – that’s Twitters Per Second — averaged 6,162 Tweets per second. Per second. Amazing. On the standard media value scale there were 16.8 million viewers of the award show for a 5.0 audience rating, which was down 0.2 million from last year’s epic broadcast. All to view Ricky Gervais’ regurgitation of semi-skewering comments aimed at the A-list attendees in tuxes and gowns — and the home viewers.

Your Inside Source!

While that was pretty much what one might have expected of the Golden Globes –second only to the Oscars in terms of Hollywood’s seasonal self-congratulations – the show did deliver one big surprise: a new Fiat 500 commercial.

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New Product Should Help Fiat Overcome Initial Setbacks

J.Lo campaign paid off despite controversy, Fiat officials insist.

by on Jan.19, 2012

JLo's ads for Fiat took plenty of criticism - but increased brand awareness substantially.

There’s an old adage that there’s no such thing as bad publicity.  Just spell the name right.  That might be a matter of debate if you’re running for president, but it appears to be a valid contention for Fiat, which has been struggling to build momentum for its return to the U.S. market after a two decade absence.

Despite the controversy over the maker’s first national TV ads, featuring Jennifer Lopez, Fiat officials insist the campaign paid off, helping build awareness among potential buyers just as the Italian brand is preparing to roll out an assortment of new products.

News You Can Use!

The line-up has been limited to variations of the initial Fiat 500 minicar – the performance-oriented Abarth edition set to hit showrooms in March – with a battery version to follow – but a new 5-door hatchback is in the works, along with yet another product that will markedly expand the Fiat brand’s range of offerings.

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