MySpace builds community around new Fiat 500

MySpace has built its first branded automotive community around the Fiat 500.

The car, launching next week, is being promoted by a large campaign taking in online, TV, radio and an event at the London Eye.

The MySpace community area is hosted by TV personality Danny Wallace and links through to a branded video channel on MySpaceTV, the channel will feature a different clip each day showcasing the car.

The MySpace URL will be given on all creative to the campaign and MySpace users will be directed to the community area through a home page takeover.

Nick Reid, head of UK sales at MySpace, said, "The new Fiat 500 Custom Community allows the brand to connect and engage with a select audience in a way that's not been possible before."

www.nma.co.uk Luan Goldie 2008-01-18