As part of their launch campaign in the UK, FIAT UK have placed their award winning (Car of the Year 2008) FIAT 500 in one of the capsules of the London Eye. The car was placed inside the capsule at 8pm on Jan 21st, so 500 hrs. into the year.
The evening was topped of by a concert of British singer MIKA.
This nicely fits to their overall 500 launch activities and adds another burst to the Fiat 500 story.