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.
What Makes This Trend Stand Out
- Interactive Second-screen Experiences
- Utilizing second-screen technology offers brands innovative ways to engage audiences directly through interactive content during live events.
- Gamification of Advertising
- By incorporating gamified elements into marketing strategies, brands can capture consumer attention in a playful and compelling manner.
- 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.
Sectors Adopting This
- Automotive Marketing
- Automotive brands can differentiate themselves by creating immersive digital campaigns that resonate with modern consumers.
- Sports Entertainment
- The integration of digital and mobile experiences in sports entertainment can captivate fans and keep them engaged even beyond the main event.
- Digital Advertising
- Evolving digital advertising to include interactive and social media elements can redefine consumer interaction and increase brand visibility.
