Kia Squares Engaged Sports Fans During the Big Game
Laura McQuarrie — April 12, 2025 — Marketing
References: kiasquares & marketingdive
Rather than running a commercial for the Big Game, Kia opted for an engaging second-screen mobile experience called Kia Squares.
The game-within-a-game vehicle sweepstakes put the brand's stamp on a popular game in which players select squares on a 10x10 grid, with rows and columns randomly assigned number values between zero and nine. Each square displayed a Kia vehicle, and the last digit of each team's score at the end of each quarter corresponded to a square on the grid. Entrants who selected that square were entered into that quarter's random drawing for a chance to win a Kia vehicle.
Created to engage football fans on their devices, Kia Squares interacted with users on Instagram and TikTok in a way that recognizes that the way content is consumed is evolving.
The game-within-a-game vehicle sweepstakes put the brand's stamp on a popular game in which players select squares on a 10x10 grid, with rows and columns randomly assigned number values between zero and nine. Each square displayed a Kia vehicle, and the last digit of each team's score at the end of each quarter corresponded to a square on the grid. Entrants who selected that square were entered into that quarter's random drawing for a chance to win a Kia vehicle.
Created to engage football fans on their devices, Kia Squares interacted with users on Instagram and TikTok in a way that recognizes that the way content is consumed is evolving.
Trend Themes
1. Interactive Second-screen Experiences - Utilizing second-screen technology offers brands innovative ways to engage audiences directly through interactive content during live events.
2. Gamification of Advertising - By incorporating gamified elements into marketing strategies, brands can capture consumer attention in a playful and compelling manner.
3. Social Media Integration in Campaigns - Leveraging platforms like Instagram and TikTok allows brands to interface with users where they spend significant time, enhancing campaign reach and effectiveness.
Industry Implications
1. Automotive Marketing - Automotive brands can differentiate themselves by creating immersive digital campaigns that resonate with modern consumers.
2. Sports Entertainment - The integration of digital and mobile experiences in sports entertainment can captivate fans and keep them engaged even beyond the main event.
3. Digital Advertising - Evolving digital advertising to include interactive and social media elements can redefine consumer interaction and increase brand visibility.
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