Today a new advertising campaign called Una Passione a fresh marketing strategy which aims to promote the new Fiat Idea Adventure model in Brazil is set to get underway. Fiat Automòveis, the Brazilian division of Fiat Auto, has initiated an action that comprises of an online ARG (Alternative Reality Game) a popular method of promoting products over the internet which is already used widely and highly successfully in the United States and in Europe, but which is a relatively new phenomenon and untried in South America.

The Fiat Idea Adventure made its public debut on 24th August at the annual Adventure Sports Fair in São Paulo, Brazil and since then high profile promotional appearances for the new tough, off-road designed "Adventure" series model include a supporting role on the South American leg of the Ferrari Panamerican 20,000, an intrepid journey currently being undertaken by two Ferrari 599 GTB Fiorano sports cars.

The starting point of the online game called Una Passione is a fictional history which focuses around the lives of two Italian brothers, Lucca and Sofia Fratelli. They are the great-grandsons of Hildebrando Novas, a Brazilian artist specializing in plastics who during the decade of 1920s sculptured Una Passione a great and significant work of art composed by five major steel parts which have in the intervening years individually fallen in the hands of other people, and have been spread out around Brazil.