Fiat Chrysler Automobiles marketing chief Olivier Francois says the automaker doesn't mind stoking some competition among its agencies of record when doling out work. If an agency doesn't deliver, firms handling other FCA brands can swoop in for the conquest.
That competitive mindset was applied on a global scale for Fiat's latest digital campaign: a crowdsourcing effort that turned to a global network of independent filmmakers to tell the stories of Fiat loyalists in seven videos documenting their lives and ownership experiences.
Nowadays, companies can interact directly with consumers through social media -- a perk that makes crowdsourcing an appealing choice for brands looking to spice up their marketing outreach with input from fans. The crowdsourcing component infused fresh ideas into Fiat -- a brand that, nearly five years after returning to the U.S. market, is ready to speak to the public through the voices of its owners.