For Fiat UK, the shade of its customers’ 500 models has always been an essential consideration for them. Now, fans of the auto manufacturer can use a new Facebook app that lets them identify the perfect colour.
The company’s ‘You Wear’ app looks at photos on Facebook that an individual has been tagged in, analyses the colours they wear most often and then presents a Fiat 500 shade combination – one of 500,000 variants – that best matches the user’s colour preferences.
Elena Bernardelli, the Fiat Group Automobiles UK marketing director, pointed to the company’s Colour Therapy campaign from last year to further illustrate the importance of shade choices. She called the app “highly appropriate” and “great fun”.
The app scans the 25 most recent photos in which the user has been tagged to produce a personality verdict and colour match. It then publishes the findings, allowing the user’s friends to see the result and inviting them to join in.
As part of this new, more social internet marketing strategy, there will also be a prize draw that gives users a chance to win a number of prizes – including high street vouchers or VIP access to the London Fashion Weekend in September.
The Facebook app was developed with the help of Karen Haller, a leading voice in the applied colour psychology field. She explained that with people today being so eager to express themselves, it’s a good thing that Fiat gives its customers such a broad variety of colour with which to show off their personalities.