Crusin’ in a Fiat was a Snapchat Lens campaign designed to drive cultural awareness and excitement around FIAT’s 2021 vehicle launch during the Super Bowl—where attention is currency and innovation cuts through the noise.
The concept leveraged facial recognition and gesture-based interaction to transform everyday users into drivers behind the wheel of a FIAT. By simply raising their eyebrows, users could control the experience—opening or closing the sunroof—turning a passive ad moment into a playful, intuitive interaction. This mechanic reinforced FIAT’s positioning as a fun, expressive, and lifestyle-driven brand.
To amplify reach and cultural relevance, the campaign incorporated celebrity endorsement within the Snap ecosystem, demonstrating how a recognizable cultural figure could organically engage with the lens and spark mass participation. This strategy blurred the line between advertising and entertainment, allowing FIAT to show up naturally in social conversation rather than interrupt it.
Designed specifically for Super Bowl–era attention spans, the lens capitalized on real-time sharing, influencer visibility, and Snapchat’s immersive AR capabilities to connect FIAT with a younger, socially driven audience. The result was a high-impact digital activation that translated brand awareness into interaction—positioning FIAT not just as a car, but as an experience worth sharing.