Geneva: Fiat is offering visitors to the Geneva International Motor Show 2014 a unique brand experience to celebrate the introduction of its Fiat 500L Beats Edition™ model, born of a collaboration with premium audio brand Beats by Dr. Dre. The Fiat Interactive Music Mash Up project will be displayed on the Fiat stand (5110) next to the 500L Beats Edition™, complementing the car's cool, urban look. This innovative piece of technology gives show visitors the chance to live out their DJing dreams by using specially branded Fiat DJ tiles to flawlessly mix together amazing sounding mash-ups.
One of the key features of the Fiat 500L Beats Edition™ is its outstanding BeatsAudio™ sound system. It uses seven speakers to deliver a total output of 520W and recreates the audio spectrum that artists experience during studio recordings.
The Fiat Interactive Music Mash Up project was curated and devised by Metalworks, Maxus’ creative technology R&D division. Its starring role on the Fiat stand is due to the Metalworks European Innovation Prize 2013, a competition to crowd source ideas inspired by the Fiat 500L. The prize was established following Metalworks’ participation at the Maker Faire Rome 2013, an event dedicated to open innovation, creativity and enterprise.
Nico Abbruzzese, Global Director of Creative Technology at Maxus and Metalworks founder said: “The Fiat Interactive Music Mash Up project makes use of some seriously cool DJing technology to create a playful and exciting brand experience that amplifies the appeal of the Fiat 500L Beats Edition™'s outstanding in-car audio system. Fiat has seamlessly merged industrial scale craftsmanship with Italian creativity and exported this globally. With the Fiat Interactive Music Mash Up project, plus Fiat’s involvement with the Metalworks Innovation Prize, the company has shown that it's constantly able to surprise and delight with new ideas and cutting edge technology."
Some notable press features:
Advertising's Little Black Book - Metalworks Head to Geneva for Fiat's Beats Collaboration | LBBOnline
WPP & Digital Loop - Metalworks by Maxus at the Geneva International Motor Show - WPP
Event Magazine UK - Metalworks creates Fiat brand experience at global motor show
Uomini & Donne (Italian) - Uomini e Donne della comunicazione - Magazine - Mondo Marketing