Kia All-Star Ride 2017

Kia All-Star Ride 2017

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PROJECT OVERVIEW

IMG LIVE worked with Kia and Uber to offer free rides around New Orleans during All-Star week. NBA players picked up surprised fans to play a variety of games and chat with passengers as they drove around New Orleans.

CLIENT GOAL

Kia wanted to provide NBA All-Star fans with an unforgettable experience in a Kia Sorento or Kia Optima. The purpose of the activation was to build brand memorability and awareness through the element of surprise.

OUR SOLUTION

IMG LIVE developed a social and content strategy showcasing the exciting experience inside a Kia. The activation gave hundreds of people a great interaction with Kia. Several million more witnessed the activation via social media.

ACTIVATION ELEMENT

• Kia vehicles
• Vehicle decals
• Camera and lighting equipment
• Integration with Uber
• Professional drivers
• Side seat game hosts

RESULTS

Surprised fans couldn’t resist posting about their Kia All-Star Ride experience, giving the successful event a reach of 4.7 million people and leading to 8,612 engagements across Facebook, Twitter and Instagram.