Alfa Romeo has just launched an interesting multi-million-pound integrated campaign for its new MiTo model which uses digital as the lead channel to capture the audience in a prolonged and engaging way.
Positioned as a high-end yet affordable car, and targeting the 20-34-year-old audience, the campaign for the brand's first super-mini model puts an online game at the centre of its marketing drive.
Apparently Alfa Romeo allocated 40% of its budget to online in order to promote the car, creating a rally game which has separate racing levels split across ten sites, including MSN, Top Gear and GQ.
The game, which you can join at a central hub at mymitorally.co.uk, will last until June, and encourages players to visit all the sites on which the game is seeded to beat the scores of other players. Players can win prizes including Nintendo Wiis and iPods, with the overall champion winning an Alfa Romeo MiTo.
The MiTo campaign also includes a mobile site, with gamers able to receive mobile alerts about their progress.
The game is supported by its first ever affiliate marketing activity, a high-profile branding campaign including TV, print and radio spots, which all push consumers online.
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