By Veeno Dewan
Auburn Hills, Mich. – As part of the launch of the new Alfa Romeo marketing campaign ”Soundtrack” for the Alfa Romeo Stelvio Quadrifoglio and Giulia Quadrifoglio, the campaign is extending beyond traditional media into gamification through a collaboration with Unity Technologies, creator of the world’s most widely used real-time 3D development platform.
The Alfa Romeo Experience is now available across multiple devices, including desktop, mobile and tablets, giving consumers the ability to test their talents on the track in the Alfa Romeo Stelvio Quadrifoglio and Giulia Quadrifoglio.
The “Soundtrack” campaign is currently running across TV, digital and social, including Alfa Romeo’s YouTube, Facebook, Twitter and Instagram channels. The television spot – “The Next Level of Joy” – includes broadcast coverage throughout the March NCAA college basketball season, extending viewership across CBS, TNT, and TruTV.
Balancing precision and power, the “Soundtrack” campaign illustrates the premier Alfa Romeo legacy and its connection to Monza, Italy, while introducing a one-of-a-kind driving performance. The film “The New Sound of Joy” demonstrates the capabilities of the Alfa Romeo Stelvio Quadrifoglio and Giulia Quadrifoglio in a beautifully unique tandem choreography that pushes the limits of both vehicles. The film imagines the Autodromo Nazionale Monza as a gigantic musical instrument that brings to life the Giulia Quadrifoglio and Stelvio Quadrifoglio through a unique fusion of beauty and performance. In an epic symphony of the senses, the Alfa Romeo drivers follow a specific line hitting musical logos at exact times producing the famous “Ode to Joy” melody.
Since its foundation in Milan, Italy, in 1910, Alfa Romeo has designed and crafted some of the most stylish and exclusive cars in automotive history.