Helping promote Kia sponsorship of the Australian Open in Melbourne
Background
Kia made the Australian Open experience a whole lot more exciting by introducing a world first app that allowed fans to return serves from live Television Broadcast, using their phone as a racquet.
The App, called GAME ON used Audio watermarking technology, handset timer, Giro, and accelerometer to measure how well players timed their return, how hard they hit it, and then calculated their score immediately.
TV commercials as well as online and social media placements invited fans to download the App and return live serves for a chance to win a Kia Cerato Turbo. Once downloaded fans could return one of 6 different serves from Australian’s hardest serving tennis player, Sam Groth.
Serves could be returned from videos on a dedicated website, six bespoke TV commercials shopping centres and Kia activation sites in and around the Australian Open.
Results
The GAME ON App became a smash hit. Over a three week period it achieved over 193,000 downloads and 320,000 entries, exceeding Kia’s best previous promotion by 300%. And without any international media spend, GAME ON went global, and was played in over 110 countries. In the first week, the App became the No.1 free App on iTunes, and in turn became Australia’s most successful automotive App ever. But most importantly, Kia had their best January sales on record.
Mobile user Interface Design
Campaign website
