Fiat web activity uses football to reach van drivers

Fiat is targeting van drivers in a campaign that appeals to their love of football.

Agency Arc Interactive has created a microsite, www.fiatvans.co.uk, inviting football-loving customers to design and customise their own van, according to their chosen football team. They can display their designs in an online gallery and email it to friends. The best van from each week is chosen, with season winners receiving VIP tickets to the FA Cup Final.