IMG LIVE was tasked with securing an event location in New York City to create a drag race stunt activation for the Kia Stinger. The event utilized celebrities in a race environment to represent the Stinger’s style and performance.
Kia came to IMG LIVE looking to create a disruptive event during New York Fashion Week to raise awareness for the all-new 2018 Kia Stinger prior to its release. The media-focused event was built purely to spur content capture and create social buzz.
We turned Pier 92, normally a luxury cruise ship dock, into a drag-racing strip, and invited luminaries like Alex Rodriguez and Cameron Dallas to participate in a celebrity racing challenge.
• Kia vehicles
• Video production
• Influencer integration
• Event-space transformation
• Content creation
IMG LIVE delivered an event that pushed the 2018 Stinger into social conversations, generating 875M+ potential impressions and 10M+ estimated engagements along with coverage from major periodicals.