Kia Squares

Challenge

With so much focus on traditional media during coverage of the big game, Kia sought a new platform to connect with audiences. Strategy experts David & Goliath devised a play that would drive fans to a mobile experience where they could enjoy a new twist on the classic squares game. Players would be able to review each Kia and pick their square in the build up to the event, then follow along for near-real time updates on game day. To take this concept from red zone to end zone our collective teams needed to solve for one major blocker – how to get 100 Kia vehicles in one place for a live event.

Strategy

Creating a photorealistic scene, our 3D animation team produced a life-like setting for the Kia collection, featuring 
an interactive grid in a midday desert. Every detail from each Kia model was accurately captured from reflective chrome bodywork, down to the headlight sequences. Once assembled, the build allowed for multiple cutscenes 
to be rendered from any angle, including fly over drone shots and cinematic pans, that featured throughout.

For the extra point, assets from the 3D scene were carried over to the mobile game, forming a cohesive experience. Pulling live data from the big game, players watched as 
the winning Kia from each quarter rose up from the grid, suspended on a platform, that would retract back into the ground to be replaced with another Kia prize car.

Impact

Generating 86.8 million social impressions and 565,556 visits to the microsite, the Kia Squares game was a complete touchdown. Audiences were left buzzing leading to hundreds of articles, PR impressions, and organic social posts from hopeful winners. At the end of the game, four lucky entrants took home a brand new Kia while one of the nation’s biggest car retailers drove home with everyone’s attention.