Fiat Test Drive Promotion

Fiat is one of Europe’s most recognisable automotive brands, known for producing stylish and accessible vehicles.
The promotion was delivered in partnership with Digital Cinema Media (DCM), the UK’s leading cinema advertising sales company, which represents advertising opportunities across major cinema chains.

Fiat and DCM were launching a national cinema promotion across the Fiat dealership network.
From 1st March to 31st August, dealerships would distribute physical cinema vouchers to customers and visitors. These could be given out for:

• test drives
• dealership visits
• promotional events

Each voucher needed a unique claim code, allowing the recipient to redeem a cinema reward.

To make the promotion work, the campaign needed a simple and reliable redemption system where users could:

• enter their claim code
• provide an email address
• instantly receive a digital cinema voucher.

The platform also needed to support 10,000 unique claim codes and ensure each code could only be redeemed once.

SPARK built a dedicated online redemption platform for the campaign.

First, we generated 10,000 unique claim codes, which were supplied to DCM to be printed on vouchers distributed through the Fiat dealership network.

When customers received a voucher, they could visit the campaign URL and:

1. Enter their unique claim code
2. Provide their email address
3. Instantly receive an ODEON cinema reward voucher

The platform automatically validated claim codes and ensured each voucher could only be redeemed once.

For the promotion organisers, the system also provided:

• secure claim code management
• automated voucher delivery
• reliable tracking of redemptions.

The result was a smooth, frictionless experience for customers while enabling Fiat and DCM to run a large-scale promotion across hundreds of dealerships.