TORINO (ITALPRESS) – Lancia won the Gold Award in the Social Media category at the IAB MIXX Awards 2026, the main international recognition dedicated to excellence in digital communication promoted by IAB Italia. To be rewarded is the campaign “Lancia torna nel WRC2”, which accompanied the return of the brand in the World Championship Rally 2, transforming a key passage of the Renaissance Lancia into a social project with high impact. The campaign was designed with a clearly social-first approach, in dialogue with the brand’s sporting heritage with a logic of content that adheres to modern languages, through the use of specific trends and grammages of individual platforms. It has translated into native content for the main platforms, in a storytelling in real time on the key moments of the races, in a strong care of the relationship with the community and, above all, in a visual and editorial line perfectly aligned with the competitive DNA of the brand.
At the heart of the project was the Lancia community. Users, fans and rally enthusiasts spontaneously relaunched the content, helping to tell the brand’s return to motorsport and turning the campaign into a truly shared experience.
The award confirms the strategic role of social media within the communication ecosystem of Lancia: a lever able to hold together tradition and innovation, generate authentic engagement and strengthen the brand’s relevance to different publics. The campaign was developed together with 777, the agency born from the collaboration between Armando Testa and Herezie, who joined Lancia in the definition of creative strategy and content production, giving shape and voice to the new chapter of the brand’s digital story.
The IAB MIXX Awards are globally a benchmark for creativity, innovation and effectiveness in digital advertising, awarding projects that can integrate strategy, data and technology. The return of the prize in Italy further confirms the weight of the Italian market in the international panorama of digital communication.
photo: Stellantis print office
(ITALPRESS).
