Asides

UK’s first Facebook sampling ad campaign

Italian car maker Fiat has launched the first UK Facebook sampling ad campaign, promoting its Punto Evo model.

The ads are targeted to 18-34 year olds in the UK, with some targeted specifically at car enthusiasts.

As part of the campaign, Fiat will be using sampling ads on Facebook and will be the first brand to use this type of engagement ad in the UK. Already launched in the US, sampling ads are designed to enhance the direct response element of the campaign.

The new format enables brands to test any product and get valuable feedback – in Fiat’s case, this provides an opportunity for continued engagement with its target audience.

Alongside advertising formats such as ‘become a fan’ or ‘attend an event’, Sampling Engagement Ads enable brands to offer free samples of a product to Facebook Users.

In responding to an ad, users can enter their address to request a sample, meaning  there is no need to visit an external site to request a brochure. Users are also able to share the experience with friends on Facebook.

Available since September 2009 in the US, this format means brands can test any product and get valuable feedback.

© 2010 fhios insights.