KIA GT RIDE
Open the game- Brand
- Kia
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Web
- Agency
- Artificial Rome
- With
- LA RED
Objective
Kia sought to introduce the pro_cee'd GT model to a young audience unfamiliar with the brand by showcasing the vehicle's sportiness, dynamism, and innovative character. The objective was to create a viral mobile gaming experience that would generate engagement and brand awareness among performance-oriented consumers through an interactive, user-generated content platform.
Solution
LA RED developed a motion-controlled mobile racing app for iOS and Android where players create unique 3D racing tracks by moving their smartphones through the air—the device's accelerometer and gyroscope sensors translate mid-air gestures into track coordinates. Players then race a Kia pro_cee'd GT on their own or others' tracks and challenge Facebook friends to compete on the same courses. The app was distributed across iOS, Android, Facebook, and a dedicated campaign website. At the 2013 IAA Frankfurt auto show, Kia presented an interactive installation with nine 55-inch displays, Kinect sensor integration, and a racing wheel to demonstrate the technology in an immersive setting.
Results
The campaign generated a Facebook community of over 30,000 users who collectively created more than 80,000 unique racing tracks and completed approximately 300,000 individual races.
