CHECK IN KIA by BerntzonBylund for Kia

Adsarchive » Promo » Kia » CHECK IN KIA

CHECK IN KIA

Pin to Collection
Add a note
Industry Cars
Media Promo & PR
Market Sweden
Agency BerntzonBylund
Creative Director Hans Bylund
Art Director Johan Gustafsson, Erik Olsson
Copywriter Måns Andersson
Released April 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: KIA MOTORS
Product/Service: AUTOMOBILE
Agency: BERNTZONBYLUND
Date of First Appearance: Apr 9 2011
Entrant Company: BERNTZONBYLUND, Stockholm, SWEDEN
Entry URL: http://www.bbarchive.se/check_in_kia/
Art Director: Johan Gustafsson (BerntzonBylund)
Art Director: Erik Olsson (BerntzonBylund)
Copywriter: Måns Andersson (BerntzonBylund)
Account Executive: Joachim Berntzon (BerntzonBylund)
Creative Director: Hans Bylund (BerntzonBylund)
Account Executive: Sofia Staaf (BerntzonBylund)
Production Manager: Åsa Edgren (BerntzonBylund)
Media placement: Social media - Facebook Places - 9 April 2011

Describe the objective of the promotion.
Kia Motors wanted more people to interact with their brand using social media.

Describe how the promotion developed from concept to implementation.
Who could be a better ambassador for the brand than the people already visiting the local Kia dealer?

We created four Facebook Places named after Kia car models. By enabling people to “check in” to different Kia car models with Facebook Places, we could make them share the event with all their friends. As a reward, the first 25 to “check in” received a voucher valid for one month of free Spotify Premium.

Explain why the method of promotion was most relevant to the product or service.
We discovered an unexploited media channel where the target group could interact with Kia Motors.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The first 25 who “checked in” to a Kia spread the word to more than 4,500 friends, in just one day.

When Kia takes part of the social media interaction between friends, more people will consider buying a Kia.