Metalworks creates Fiat brand experience at Geneva International Motor Show

Metalworks, the creative technology research and development division of agency Maxus, has developed a music-inspired brand experience for Fiat at the Geneva International Motor Show 2014.

Fiat: using music to promote the brand experience
Fiat: using music to promote the brand experience

The Fiat Interactive Music Mash Up project has been created to highlight the automotive brand's collaboration with Beats by Dr Dre. Visitors can view the new 500L Beats Edition model and test their DJing skills during the show, which runs from 6-16 March.

Visitors will have chance to live out their DJing dreams by using branded Fiat DJ tiles to mix together music mash-ups. The experience and technology has been developed by Metalworks.

Nico Abbruzzese, global director of creative technology at Maxus and Metalworks founder, said: "The Fiat Interactive Music Mash Up project makes use of some seriously cool DJing technology to create a playful and exciting brand experience that amplifies the appeal of the Fiat 500L Beats Edition's outstanding in-car audio system."

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