Alfa Romeo's 'Space Invaders' campaign goes experiential

Italian car manufacturer, Alfa Romeo is set to bring its 'Space Invaders' television campaign to life this week.

Alfa Romeo's 'Space Invaders' campaign goes experiential
Alfa Romeo's 'Space Invaders' campaign goes experiential

During the next six weeks, giant projections of the ever-popular 'Space Invaders' arcade game, which has been adapted for the launch of the company's new technologically advanced MiTo MultiAir models, will appear on buildings across the country for the public to play. The highest score achieved in each of the seven UK cities visited will win an iPod Touch.

The giant game, which is operated by using a 42" High Definition touch screen, will be the first interactive UK gaming projection powered by AdTable, the interactive technology exclusive to Projection Advertising, which runs the technical aspect of the project.

The MiTo MultiAir Space Invaders experiential campaign starts in Brick Lane, London, this Friday and Saturday (12-13), before setting off for a further six cities (Glasgow - 19 Feb, Birmingham - 26 Feb, Newcastle - 5 March, Cardiff - 12 March, Manchester - 19 March, Leeds - 26 March).

In the TV advert, which hits the small screen this week, an Alfa MiTo skilfully destroys the 'invaders' - which are represented as fuel pumps and toxic barrels - with lasers fired from its headlights.

Alfa Romeo UK brand communications manager Damien Dally said: "The activity is designed to mirror the television campaign which is aimed at a younger media savvy audience, so we decided to maximize the interactivity
and fun elements for this campaign.

"The advert creatively promotes the innovation of the MultiAir engine which gives increased fuel economy and performance while lowering CO2 emissions."

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