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our work > Kia Summer of Surprises With the long, warm days of summer winding down, Kia wanted a creative, fun way to connect with consumers and show off its newest Optima sedan. The solution? The Kia Summer of Surprises, a full evening of outdoor entertainment with a big screen block-buster movie held in select communities.
The movie wasn’t the only draw. Test drive an Optima and get a free $20 gas card. There was free popcorn, a video trivia game, a text-slinger challenge competition and a street show where magicians stretched the limits of reality and gave an up-close look at the impossible. Face painting and Kia Krafts for the kids were there. During weekdays and when available, we developed a partnership with Simon Malls to offer test drives, and we visited some office parks to reach out to working professionals.
Venues varied depending on the time of year and what was going on in each city. We looked for popular festivals that matched the Kia target customer, and in some cases we even arranged Kia as a festival sponsor. We selected activities and movies that related to the theme of each festival and city, too. Connecting with consumers and getting them to spend time with your brand is always tricky. With help from ESI, Kia was able to engage consumers for a prolonged period of time and, ultimately, provide a meaningful experience to show off the Optima.
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