The station will run an on-air countdown on the Christian O'Connell breakfast show and listeners will be able to register online to win tickets to the live event.
A branded microsite and dabverts will also run ahead of the car's launch.
The deal was brokered by Starcom Mediavest. According to Giles Darby, head of sales strategy at Virgin Radio, the win was particularly welcome because Fiat has not traditionally used radio in the past.
by Sarah Crawley-Boevey | 1 January 1753
Virgin teams with Fiat for promo
LONDON - Virgin Radio has signed a six-figure deal to promote the launch of the Fiat 500 with a campaign that will culminate in a live event at the London Eye.