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Kia: Driving the brand through social media
- United States
- Automobiles & Components
- D’Fusion @Home
Total Immersion created “Go Hamster Go!", a Facebook application leveraging the hip-hop characters from Kia’s popular television commercials.
Working with digital marketing agency Initiative and creative agency David & Goliath, Total Immersion developed an entertaining and brand savvy social media experience.
Using Total Immersion’s facial recognition technology, the player controls the competition with his or her face using a virtual magnet that “connects” to his or her forehead. Players grab a hamster with the magnet as it comes off of a conveyer belt and place it into a Soul as the clock ticks down. In addition to racing with the hamsters — and competing with other Facebook players for the highest score — players personalized their Soul car by color, style and rims.
"Facebook is an ideal platform for augmented reality, hitting the right demographic for the Soul launch with a game that extends our broadcast ad campaign while maintaining the fun, hip vibe that is so much a part of the brand”
-Michael Sprague, VP Marketing, KMA