Fiat teams up with Microsoft to launch the industry-first digital advertising campaign to hype the launch of the new FIAT 500X crossover vehicle.

The campaign will feature the Fiat 500X and Dynamo the world-renowned magician and the star of the hit TV show Magician: Impossible.

Called ‘The Power of X,’ clips are now live across Xbox, Skype, MSN, and Windows 8 and will culminate in an immersive, interactive illusion from the magician which will be available exclusively on the Xbox ahead of the official UK launch of the Fiat 500X at the end of April.

There will be a dedicated Xbox hub that will invite people to sign up for more information about the Fiat 500X.  Dynamo will create a magical Fiat 500X illusion for the Xbox One and 360 users, including a special Kinect-enabled feature to unlock more content from the magician himself.

“The FIAT 500X is a brand new vehicle in a brand new segment for us, so it made absolute sense that we create awareness in new and innovative ways as well. “The Power of X” illusion, which was specially created by Dynamo for FIAT, allowed us to launch the new 500X to the public in a way which, much like the car itself, is surprising, exciting and truly unique. By continuing that association across Microsoft’s array of cutting-edge digital platforms, we can bring “The Power of X” to a much wider and more diverse audience who may not otherwise have discovered the new FIAT 500X,” said Kate McLaren, Head of Brand FIAT UK.

“Using our consumer insights, in combination with FIAT and Dynamo, we have designed a campaign that engages people with content that’s exciting and relevant to them. Xbox’s creative capabilities enable us to provide a rich, unique experience for the FIAT 500X launch, showcasing its features as well as bringing the experience to life. I can’t wait to see what illusion Dynamo will create on Xbox. I will definitely be tuning in for that,” said Stuart Flint, Sales Director, Microsoft Advertising.