Make it your race

Make It Your Race is the first international talent show targeting aspiring race car pilots. This unique project spawned by the web as a social media contest but grew into a bigger event that became a TV Show, but never exiting a Fiat Abarth. Our goal? To increase Abarthâ’s brand awareness in Europe by getting contestants from 6 different European nations involved. Social Contest: to become a candidate, the aspiring drivers will have to upload their presentation video on www.makeityourrace.it . The contestants that will earn the most votes through the website and the social networks will have a chance to compete in a real race. Field Event: Each country will organize its own qualifying runs at a national level first, the winners will earn a spot in the pit stalls to try and make it eventually to the final phase. Talent Show: only 150 finalists will be part of the actual TV Show, divided into 6 episodes, with challenges taking place on and off the racetrack, that will lead to the grand finale, where the contestant will face real racecar drivers on an official Grand Prix circuit. To make their four wheeled dream come true.

30.000 users registers on makeityourrace.it
2.000.000 votes on Facebook and Twitter
510.000 fans on the Abarth Facebook Page
+ 100% fans on Abarth Emea communities
+ 400% visualizations on the Abarth channel on youtube

Make it your race 2012 aired on: SKY SPORT Italy; AB MOTEUR France, French Africa, Luxembourg, Turkey; RTL and LIFE TV Belgium, MTV Switzerland, SPORT 1 Germany. Make it your race 2012 was based on the format Wheels on Fire.

  • GENRE: Talent Show
  • CLIENT: Fiat Abarth
  • YEAR: 2012-2013
  • PLATFORM: Social Media contest, Event Field & Tv Show
  • BROADCASTER: SKY SPORT Italy; AB MOTEUR France, French Africa, Luxembourg, Turkey; RTL and LIFE TV Belgium, MTV Switzerland, SPORT 1 Germany.
  • PDF: Download Here