Fiat USA is not hitting its targets, only 43,000 units sold out of the projected 100,000. The social team for North America decided to create a ‘Fiat Song’ with the help of the Pitbull and Arianna. Streamed on Vevo and forcibly placed before other videos as an ad. It reached 97 in the US charts. Evidence that budget does not always been good quality. Very different result to the Volvo campaign with Swedish House Mafia.