WHAT IF WE GAVE DEREK ZOOLANDER

CONTROL OF THE FIAT TWITTER HANDLE?

FIAT

Zoolander Twitter Takeover

After Derek Zoolander was arrested in a national FIAT® 500X commercial, we integrated him into our social media space in a way that made sense for the FIAT® brand and capitalized on existing interest in Zoolander 2.

 

To take Derek’s arrest a step further, we put him on probation, giving him a complete takeover of the FIAT® USA Twitter handle for one day. Derek used the handle to make a case for his release and asked followers to join his movement, using #LegalizeHot.

 

To ensure an authentic Zoolander voice, we collaborated with the movie’s writers to post quirky, misspelled tweets that told the story of his arrest and punishment, all while incorporating branded content surrounding the FIAT® 500X.

PRESS

Auto Guide

the Results

registered 6 million impressions, 308,000 tweet engagements, and 728,000 video views in just over 8 hours

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