Campaign Description
Campaign Objectives
Leverage sports, fashion and rock music celebrity and non-celeb Tweeters.
Influencers to promote Kia’s Super Bowl commercial in 3 phases:
- Phase 1 – intro the commercial via a teaser trailer on YouTube.
- Phase 2 – encourage viewers to watch the “leaked” video online before TV premiere.
- Phase 3 – urge Social Media users to vote for their favorite Super Bowl commercial in the USA Today Poll.
Campaign Execution
- Kia commercial came in third on the 2012 USA Today Super Bowl Poll.
- Tied for first in the “auto” category.
- Teaser video increase – 46,535% on YouTube.
- Commercial increase – 1,015,529% on YouTube.
