Car manufacturer Alfa Romeo has revealed that its latest social media marketing campaign – a social game on Facebook – has yielded a significant amount of success, according to an article published by New Media Age.

Designed to promote the MiTo model, the campaign has attracted around 50,000 people to create their own custom version of the car to then subsequently use in the football-themed, I Am Playr, Facebook game.

Alfa Romeo is also continuing to provide new content for the game in the form of videos.

Head of digital for Fiat Group, Claudio Annichiarico, commented on the campaign’s aim.

He said: “One of the challenges for a car brand is driving people to the website and then replicating the dealer experience online This was what prompted the idea of the car configurator, which lets users personalise their own MiTo model and ties in with how we position our brand offline.

“It replicates how we sponsor football teams and promote the car models in real life.”

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