With the return of the sun, the Fiat 500C is as more as ever the best car for young people. That’s why Fiat has decided to communicate its young target audience in a unique driving experience: the Cinema Challenge. Steering hands with a coupon to participate a game to win a weekend with the car have been placed on seats in movie theaters. Instead of having the regular block of commercials before the film, an interactive game was going to happen: left side against right side audience. People were going to “pilot” with their hands a Fiat 500C in a race on a split screen. Over 20.000 people have played in Germany and 80% of the coupons have been used.