DailyMedia: Chrysler presents the new Crossfire with an online competition

Chrysler is promoting its Crossfire coupe in Italy with a "Prova del Fuoco" campaign ("Fire Test" in English). It consists of a virtual trip through a four-step "initiation" to get to know the new car. Users will be driven to the website www.laprovadelfuoco.it with a series of online ads (pop-ups, pop-unders, intestitials, expanding banners and others) running on the main Italian portals Virgilio, Libero, Repubblica.it, MSN, and Tiscali.

Everyone registering on the site automatically enters a competition to win a full weekend test drive of the new Crossfire that will be launched on November 15th. The campaign, which has been online for a month and will last until December 1st, has driven 70,000 people to the Web with 10.000 registrations - numbers that are pretty exciting in the Italian online advertising market.

The creative - developed by the Italian agency Xister - is extremely original, and is based on the "interaction design" concept that allows an intense brand experience while browsing the site. However one has the feeling there's something missing in this campaign: the prize. When you invest so much money in creative and interactivity, users might expect more than a test drive as a reward for their attention.