Kia: Driving the brand through social media

Kia

  • 2010
  • United States
  • Automobiles & Components

Advergame

  • D’Fusion @Home
  • Web
    Facebook

Credits

  • Total Immersion

Tags

Advergaming , Face Tracking , Facebook , Kia Motors , Online Marketing

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Launching its new model of car, the Soul, Kia wanted a social media experience to engage its target audience; a younger generation of social network followers.

Total Immersion created “Go Hamster Go!", a Facebook application leveraging the hip-hop characters from Kia’s popular television commercials. 
Working with digital marketing agency Initiative and creative agency David & Goliath, Total Immersion developed an entertaining and brand savvy social media experience.
Using Total Immersion’s facial recognition technology, the player controls the competition with his or her face using a virtual magnet that “connects” to his or her forehead. Players grab a hamster with the magnet as it comes off of a conveyer belt and place it into a Soul as the clock ticks down. In addition to racing with the hamsters — and competing with other Facebook players for the highest score — players personalized their Soul car by color, style and rims. 

The interactive application added to the “cool factor” the brand demanded and engaged thousands of players on Kia’s Facebook page.

"Facebook is an ideal platform for augmented reality, hitting the right demographic for the Soul launch with a game that extends our broadcast ad campaign while maintaining the fun, hip vibe that is so much a part of the brand”

-Michael Sprague, VP Marketing, KMA