The FIAT 500 Abarth seduced audiences with its Super Bowl commercial featuring European supermodel Catrinel Menghia.
For 60 seconds, millions sat glued to their television sets, overwhelmed by a desire for the Abarth’s gripping performance...commanding presence…arresting slap…and a piping-hot café cappuccino (extra foam, please).
But while FIAT 500 Abarth and its alter ego Catrinel were busy tempting viewers – online, the Abarth’s iconic “Scorpion” begged to be found. Where were they hiding?
The FIAT USA Facebook page
was transformed into a virtual hub for the “Score a Scorpion” challenge: a social contest with a small but wicked payoff. The goal? Find (or “score”) at least five scorpions, hidden across the Web, and become eligible to win one of three brand-new FIAT 500 Abarth vehicles.
Over the course of a month, clues were released every three to four days hinting at where the scorpions could be found.
Some were easy:
“Start your search by going back in history and getting to know the man behind the car. Visit fiatusa.com/abarth to find your first scorpion. Hint: Don’t get caught in the headlight.”
(Answer: On fiatusa.com/abarth in the headlight of Karl Abarth’s motorcycle)
Others, a little wicked:
“According to one of the largest nonprofit scientific and educational institutions in the world, scorpions are masters of adaptation and have been around for hundreds of millions of years.”
(Answer: The scorpion page of NationalGeographic.com)
Those that played until the end became part of a narrowing pool of performance-driven die-hards – eager to get their hands on the race-inspired wheel of the Abarth. Some offered words of encouragement to their brethren while others simply poked fun.
But in the end, three dedicated Facebook Fan-
atics got the ultimate score.
Congratulations to William S. of Bloomington, IL; Gary D. of Alexandria, MN; and Jose E. of Moreno Valley, CA. We’re glad to have you in the FIAT family.
Want more challenges like “Score a Scorpion”? Let us know your thoughts by leaving a comment below.