Fiat Keeps Playing PinkMyRide

Fiat decided to build a pink incarnation of the 500. Then, some guy in Britain felt like changing his life forever by painting a white example of the 500 pink, using nail-polish (yes, with the specific tiny brushes). Of course, this was all a marketing campaign, with the action, which took an eternity to complete, being streamed live on the web. We wish this story had never happened, but, unfortunately we’re not the Mythbusters, so we can’t substitute the reality with our own. But could we at least see this madness end?

It seems like the answer to that question is “NO!”, as Fiat’s campaign has now won an award. Before we start telling you all about this, we have to warn you: Fiat’s press release uses sentences that go like this: “male model painting a white Fiat 500 a shade of nail varnish pink.

The campaign, which uses the PinkMyRide name is now remembered as one of the longest-running live streaming “viral” adverts in history. Thanks to this, the Italian carmaker received the Best Automotive, Aerospace and Marina Campaign award in the Campaign Media Awards.

We have to pause things for a little while and tell you that the word “AeroSpace” reminded us of something that we want to share with you. If you’re looking for an unusual scheme that involves a man getting in touch with his feminine side, just check out the “Branson to Play stewardess for AirAsia after loosing bet" story - that’s proper stuff, if you ask us.

Retuning to the current story: we can’t believe it, but here’s what Fiat has to say about the campaign: “The successful operation attracted nearly 36,000 unique visits to the micro-site, more than 105,000 views of the viral video and over 500 entries to a special competition to win the chance to help paint the car. And the campaign helped to sell the 500 Pink online

Our say: Never has an Abarth car been so embarrassed. Really, our Abarth 500 test car called us to share its anger.
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About the author: Andrei Tutu
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In his quest to bring you the most impressive automotive creations, Andrei relies on learning as a superpower. There's quite a bit of room in the garage that is this aficionado's heart, so factory-condition classics and widebody contraptions with turbos poking through the hood can peacefully coexist.
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