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Powered by a modern restyling and fresh infotainment content, Alfa Romeo MiTo is back with a new and compelling campaign and a new slogan: ‘VIVI ROCK’
Bitmama, the digital communication company set up as a joint venture between Armando Testa group and Reply group, has conceived an innovative communication venture to support the ATL effort. It is among the first on the digital scene to unite the most popular social network,
Facebook, and the music player of the moment,
Spotify. The aim is to reinforce the connection between the car and its young and mainly male target market while winning over growing numbers of women and ‘youngish’ over-30s. Available from a tab in the Alfa Romeo MiTo
Facebook page, ‘VIVI ROCK’ is an app that analyses the users’ profile – friends, trips, events, interests, etc. – to gauge the pace of their lifestyle and tailor the rhythm of the song to suit. The result is expressed in Beats Per Minute, the speed-gun unit for rock music, and there is an accompanying player to listen to the track directly on Spotify.An infographic shows the highs and lows of your Facebook Story to share with friends. And finally, rounding off this unprecedented offering is ‘Rock Your Status’, the first automatic rock status generator, to sprinkle your profile with the amusing trappings of a rock-star lifestyle.