We’ve seen a number of unusual -- if not downright odd -- attempts at viral marketing from automakers, but nothing seems to take the cake quite like Fiat’s latest campaign. To drum up attention for its new special-edition 500 Pink, it’s having a London man paint a white 500 with hot pink nail polish.
Of course, Fiat's press release paints a story of a “David Sheath,” a 28-year-old who recently broke up with his girlfriend. The supposed weeklong task of painting a Fiat 500 with nail polish "would be a great way to get through it," as Sheath is quoted. He is living in a studio with a television, bed, rug, toilet, hundreds of bottles of nail polish, and a Fiat 500. Oh yeah, it's a Guinness World Record attempt, and you should totally check it out at www.pinkmyride.tv. Us? Cynical? Well, note the professionalism in how the webcams switch from one to another, but also heed the official "500 Pink" logo on the bottom left of the page. Click it, and you'll find yourself staring at the Fiat 500 Pink special edition at Fiat’s British consumer site. We also found the Twitter account of "jonpaulharvey," who claims to be the owner of a "Web design and development" company in London. His "tweet" from Jan 21 reads, "launched a new website for Fiat today... http://www.pinkmyride.tv." So, the marketing effort isn't well hidden, but the effort looks legit. If Sheath receives a Guinness World Record for painting a car with nail polish, good for him. We guess.