A Twitter campaign has been started by Alfa Romeo to increase young motorists' interest in its MiTo.
The social media campaign comprises a competition, asking users who spot one of 1,300 stencils of the MiTo car around major cities to take a picture and post it on Twitter with the hashtag #MiToStencil.
It wants to create word of mouth around its campaign for the MiTo.
The carmaker has also launched a Twitter profile for the campaign, at twitter.com/mitostencil, which it is using to post information about urban culture, technology and fashion that appeals to its young, urban target audience.
The Twitter competition is supported by an email campaign to Alfa Romeo customers and through a viral video of the making of the MiTo stencils.