This is just terrific. It's essentially a treasure hunt for 4 x Fiats and 1 x lil ole Ferrari buried underneath the snow in the Olympic area of Torino. Using Google Earth, registered users get to place a pushpin to mark their territory and hopefully, drive away with an Italian Stallion.
On a personal note, it brings back fond memories of my childhood (sniff) where we used polystyrene, playdough, paint and push pins (the 4 P's - lol) to something similar and decidedly lower tech!
On a professional note...I love the campaign, but I can't help but touch on 2 points:
1) The earth is green (and the world is flat) - in other words, where's da snow? It comes down to a lengthy conversation Piers and I had in ATS #18 about Google Earth and the impact that the lag between currency of visual/map will have on overall efficacy (at least from a marketing stanpoint)
2) Following on from 1), did Fiat have to use Google Earth? Could it have been as (if not better) effective using another method? Granted, there is a coolness factor that is pretty differentiated.
At this stage, I'll reserve my ultimate judgement based on giving Fiat and their agency the benefit of the doubt. How will they unfold the campaign? How will they reveal the results? I'm crossing fingers that the cars are actually buried underneath the snow. There are quite a few loose ends and certainly a bunch of ways I'd have gone about this differently, but that shouldn't take anything way from this truly differentiated and novel approach.