In August Fiat launched Fiat Social Drive a smartphone-based app intended to leverage the already available Blue&Me Bluetooth offering in Brazil. Available initially for free for two years on the MY2013 Fiat Punto, Fiat Social Drive allows the user to dial into an application that provides notifications and updates from the user’s social networking applications.
Created by Leo Burnett Tailor Made and Agency Click Isobar in Sao Paulo, the new application was advertised for the first time in August in Brazil (http://www.meioemensagem.com.br/home/comunicacao/noticias/2012/08/06/Fiat-apresenta-novo-Punto-com-Social-Drive.html - video). A user of the application can access it by creating an account using their phone or a computer.
To create an account the user needs his or her Fiat VIN number and as part of the registration process will receive a call on the mobile phone with a code. The next step involves configuring the account to the user’s preferences including selecting which friends to access via Facebook, Twitter and Foursquare and which kinds of information or notifications to receive via the application.
The user then saves the phone number for Social Drive in the phone’s directory and calls any time they want to connect with Social Drive. A dealer visited in Sao Paulo last week did not have any further details and Fiat has not put a price on the application which appears intended to draw attention to Blue&Me functionality.
The notifications are delivered to the car via MMS and delivered to the driver via voice. There is no means provided for the driver to respond to the notifications for such things as news, birthdays, weddings, check-ins and posts. It is the first application of its kind for the Brazilian market, but likely the first of many with GM bringing MyLink Brazil and Ford launching SYNC in the market.
A video description of the service is available on LinkedIn: http://youtu.be/4V_PkjHpgNM