KIA: Tilt-Proof Challenge
Open the game- Brand
- Kia
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Challenge
- Platform
- App
- Agency
- Innocean Berlin
Objective
As the primary partner of the League of Legends EMEA Championship, Kia sought to connect the EV6 GT performance car with young gamers and esports enthusiasts—audiences traditionally outside the automotive marketing funnel. The campaign capitalized on the EV6 GT's flagship performance feature (0–100 km/h in 3.5 seconds) and the concept of 'tilt' (gamer slang for losing composure) to position the vehicle as thrilling and precision-engineered.
Solution
Participants—four professional League of Legends streamers—sat in the accelerating EV6 GT while biometric sensors and facial-analysis software tracked their composure across six micro-expression parameters, supplemented by heart-rate and pulse-oximeter measurements. The rule was simple: maintain calm and win the car; lose your cool and leave empty-handed. The team at Glassworks VFX Madrid built the analysis app. Four streamers (Romain Jacques, Carmen Sánchez, Jorge Casanovas, Daniel Broekmann) launched user-generated challenge content across TikTok, Instagram, and Twitch to drive peer participation throughout European markets, activating the esports audience during the LEC 2023 season in Montpellier.
Results
No participant successfully won the car in the campaign's LEC 2023 partnership activation. The campaign reached esports-native audiences through the challenge, though specific reach, engagement, or conversion metrics were not published.
