FIAT Brand to Host 'Simply More by FIAT,' an Outdoor Cinema Experience in Chicago

FYI: Fiat Buyer's Guide

CHICAGO, Aug. 18, 2011 --

• Afternoon activities include outdoor cafe, bocce ball, music and a drive-in movie experience
• Opportunity to reserve seating for double-feature movie in 2012 Fiat 500 and 500 Cabrio models via website -- http://Fiatusa.com/simplymore 
• Fans can follow the 'Simply More by FIAT' experience via Facebook and Twitter (@FIATUSA) 

FIAT Brand North America is bringing its first television commercial, "Drive-in," to life as it sets up a weekend-long celebration and outdoor cinema for consumers in Chicago. "Simply More by FIAT" presents an afternoon of food, music and games that are free and open to the public and includes a double feature movie that begins at 8:00 p.m. Participants also can reserve seating for the movie in a new 2012 Fiat 500 or 500 Cabrio model. Simply More by Fiat takes place in downtown Chicago starting Friday, Aug. 19 -- Sunday, Aug. 21.

"The 'Simply More by FIAT' experience combines the personality and lifestyle of the brand and delivers them to consumers in a unique and engaging manner," said Laura Soave, Head of FIAT Brand North America. "The FIAT brand's philosophy is to embrace life and enjoy the simple pleasures -- like the company of family and friends. We're allowing the chance to slow life's pace down to enjoy a simple espresso, a conversation or a night at the movies."

Attendees to the Simply More by FIAT experience will be able to spend an afternoon relaxing in the Cafe al fresco with complimentary espresso and gelato, play a round of bocce ball and listen to music provided by local DJ's performing throughout the day.

Starting at 8:00 p.m. and in true "drive-in" style, the brand will show a double feature, an original film along with its remake, each night, signifying the reintroduction of the FIAT brand to North America.

The FIAT brand will offer movie-goers an opportunity to reserve seating in a 2012 Fiat 500 or 500 Cabrio model through the FIAT event website, Fiat Simply More . Seating is limited and participants must check in no later than 7:30 p.m. for their reserved vehicle. Attendees also will have the opportunity to engage with the FIAT brand on-site via a text-to-movie screen where they can respond to questions or upload photos.