Kia Promo, Case study XBOX LIVE FAMILY GAME by Initiative

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XBOX LIVE FAMILY GAME

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United States
Agency Initiative
Released March 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: KIA
Product/Service: KIA SORENTO
Date of First Appearance: Mar 15 2010
Entrant Company: INITIATIVE, Los Angeles, USA
Senior Vice President/Digital Account Director/Head of Prophesse Social Media Unit: Jason Deal (Initiative)
Vice President/Digital Group Media Director: Labi Bemanian (Initiative)
Account Director/Digital: Rebecca Krawczyk (Initiative)
: Crystal Strong (Initiative)
Media placement: Digital/Video Game - Xbox - 03/15/2010

Insights, Strategy & the Idea
We needed to find a way to advertise the family-friendly Sorento to families. Research indicated that families were increasingly purchasing video game consoles as a less costly form of entertainment during the recession. The number of children gaming with their parents had risen from 18% in 2009 to 35% in 2010. Rather than go to the movies, Kia wanted to engage consumers with the brand in a new way and in their own living room. We sought to bring families together for bonding time with a virtual event on Xbox every Tuesday night. With this event, our strategy was to convert casual gamers into Sorento shoppers.

For the first time ever, families participated in an Xbox Live game, presented by Kia, and had the possibility of winning a $5000 family vacation package just by playing. At the same time, they could familiarize themselves with the functionality and stylishness of the Sorento.

Creative Execution
Sorento advertised on Xbox live spotlights when people logged into their gaming consoles and branded their destination gaming environment. With minimal dollars to create such an event, we added multiple ways of reaching potential consumers on multiple devices. We leveraged a completely new media venue to impact shopping activities, pioneering measurement on a never-used-before but emerging device.

Participants had the opportunity to:
• customize the Sorento using different colour paints
• watch the hilarious Super Bowl Ad TV Spot, view vehicle build information, browse through photo galleries
• get car purchase updates all within the Xbox Live

The gamers could also customize their Xbox profile to Sorento avatars. This campaign represented a milestone for Kia because families built awareness around the brand, but more importantly began making purchasing decisions on their Xbox consoles. This virtual event allowed us to turn casual gamers into potential buyers.

Results and Effectiveness
The sweepstakes generated 43,672 registrants. Engagement spikes in the first week were followed by a sharp decrease in weekly downloads, indicating that the same audience was returning weekly. This demonstrated an impact on shopping activity for many who were now in market to purchase a car.

Sales increased 10% and share-of-voice 25%, despite a decline in sales for all competitors. Describing the program as successful would be an understatement. We converted families into potential Sorento buyers in a new environment for auto but helped make Sorento Kia’s highest selling vehicle in company history with 100,000 sold.