Driving the FIAT Pass Community with Dynamic Experiences on Zealy
Here's how FIAT® Pass grew their community to tens of thousands and gained over half a million engagements on Zealy.
By Elliot G., Allan W., and Doğukan Batuhan K. from the agency that launched FIAT Pass
Building fan communities is the most powerful way for brands to build an emotional connection with their customer. Communities have reinvented the way customers interact with brands by being the foundation of two-way conversations. Now, to be a successful brand, you need to build a high-value audience made of people who are invested in and can drive your brand’s evolution.
In 2024, the goal for brands is to transform their audience into fans. Transforming your audience into contributors.
A big opportunity opened by Gen Z is a new wave of marketing, which mixes engagement with rewards, such as through loyalty programs and ambassador programs. This ultimately transforms audiences into communities made of fans, and urges fans to incorporate brands in their lifestyles for the long haul.
The FIAT Pass community on Zealy is a new approach to creating deeper relationships between brands and their customers that transcend traditional methods.
This case study shares how the FIAT® Brand has engaged with its fans in a dynamic, interactive, and captivating way - all thanks to Zealy.
Unlocking a World of Benefits
The FIAT Pass represents one of the first forays of FIAT® in merging digital and physical touchpoints for fans of the brand. The FIAT Pass is a collectible membership card for FIAT®’s loyalty ecosystem where users can complete quests, earn points, and unlock rewards & experiences.
Holders of the FIAT Pass also have the opportunity to acquire a CINQUECENTO collectible which unlocks exclusive experiences. These included priority access to order the (500e)ᴿᴱᴰ vehicle in the US before the general public and unique generative art by Stefan Contier where they can transform this digital masterpiece into a captivating car wrap or an exquisite print for their homes, transcending traditional boundaries.
Sustainability is a core value, as FIAT® demonstrates a commitment to environmental causes, measured by Veritree for transparency.
Connecting the physical vehicle with the digital community and utilities such as unique generative art is a key component of the FIAT Pass project. Mobility is more than a car and has shaped today’s society, which also enjoys unprecedented creativity and access via digital channels and technology. Creativity and the arts are embedded in FIAT®’s DNA and an exciting opportunity to gift creativity at scale to FIAT® fans and introduce the general public to the possibilities of verified ownership and unlimited art experiences.
Allan Wright, Creative Director at FIAT Pass
Using Zealy as a tool to gamify community engagement, we transformed the way FIAT® has been able to engage with its fans. We’ve seen 11x reach, 20x engagement and 33x action compared to traditional channels.
Elliot Garreffa - Strategy Director at FIAT Pass
Gamified Engagement as the Key to Success
Gamified engagement with FIAT® on Zealy goes beyond traditional automotive interactions. FIAT® created a dynamic space where enthusiasts became integral participants in the brand's journey.
How did they successfully launch on Zealy?
FIAT Pass gave out a limited amount of free Gen1 FIAT Passes to fans who were able to complete quests within a sprint of nine days. Their announcement on X was met with huge excitement, with over 139,000 views and 24,000 engagements.
Beyond the sprint, fans on the Zealy questboard remain engaged and active. The FIAT® Brand has strategically utilized Zealy to build a sense of community amongst FIAT® car owners, bringing people closer to the brand's distinctive identity.
Zealy as a Catalyst for Community Growth.
The success of the FIAT Pass community on Zealy is not only measured by the exclusive perks but also by its significant organic growth. Unlike traditional marketing efforts, FIAT Pass leveraged Zealy as a cost-effective tool to quickly expand its community.
Zealy's dynamic toolkit empowers us to authentically connect with a global fanbase, crafting a lifestyle narrative that resonates seamlessly with the pulse of today's audience.
Doğukan Batuhan Kurtçu - Social Media & Community Lead at FIAT Pass
The gamification elements introduced on Zealy, inspired by successful models, have proven effective in attracting a new generation of global FIAT® fans, resulting in over 530,000 completed Quests within the community.
Onboarding an impressive 35,000 members, the engagement with a new generation of FIAT® fans has been exceptional. With 9 average claims per member, their digital community engagement formula is captivating and long-term.
Community Engagement at its Finest: Key Takeaways from the Zealy X FIAT Pass Partnership
The Zealy questboard drives momentum for the FIAT Pass, namely in these aspects -
- Loyalty and Advocacy. Engaged fans become brand advocates, acting as a brand amplifier and voice. This is especially important for industries where trust is needed to drive purchase decisions and where there are high switching costs.
- Dynamic Brand Imagery. Fans are reminded of the brand’s heritage, and they become excited to see how it’s adapted into different formats - from physical to digital and across different social media channels. At the same time, being at the forefront of technology with exciting community platforms creates a premium image for fans who aspire for that lifestyle.
- Content Generation and Marketing. Fans are given constant rewards for their participation with exclusive experiences, which creates a virtuous cycle of buzz and user-generated content that can be enjoyed by an entire community.
If you’re looking to create a dynamic and meaningful experience to drive your community forward, then Zealy is the perfect platform to do that. 🚀
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