Korean car brand Kia, the title sponsor of the Australian Open, launched its ‘Game On’ app in time for the tennis tournament which enables consumers to simulate returning a high-speed tennis serve live.
Using their TV screens as a court and their smartphones as a racquet, the serve in question belongs to Australia player Sam Groth – the world’s fastest server – who is recorded at 263km/h.
The Korean carmaker worked with Mnet, Initiative and Innocean Worldwide to produce the mobile game, which can be played on both Android and iPhone devices.
In addition to the simple challenge and the fun of the game, players are also rewarded for good returns with entries in a major prize draw to win a Kia Cerato Koup Turbo (the better the shot, the more entries received).
The app launch is promoted by no fewer than six ads – each delivering a different serves, plus an online practice court, digital outdoor work and activations.
Consumers can also see Kia activation on the ground at the Australian Open, online at Yahoo!7 and in shopping malls across the country.
Comment
The ‘Game On’ app’s objective is to enhance consumer enjoyment of the tennis at home in a way that has never been done before.
Of course, according to the brand itself, such an innovative and technologically advanced idea matches perfectly with Kia’s core brand values.”
‘When you watch the tennis from home you can’t imagine the power of the players’ serves. We’re giving everyone the chance to feel the pressure and react as the ball zips past,’ says Mnet CEO Travis Johnson.
‘The app syncs with the on-screen serve using audio fingerprint triggers, and the accelerometer to determine the accuracy of the user’s swing in a way similar to gaming consoles, but playable by anyone with an iPhone or Android smartphone.’
‘This ‘Game On’ App gives the fans a fun way to interact with one of the worlds great sporting events, and in turn beautifully delivers on Kia’s Global position of ‘The power to surprise’,’ claims Innocean creative director Scott Lambert.
According to Kia COO Tony Barlow, Kia’s partnership with the Australian Open Tennis provides the brand with massive reach to a passionate audience to promote its great range of cars.
The auto manufacturer estimates that during the tournament more than 135,000 tennis fans tried to return Groth’s from the comfort of their lounge rooms.
‘Kia’s partnership with the Australian Open Tennis provides us massive reach to a passionate audience to promote our great range of cars,’ said Tony Barlow, Chief Operating Officer of Kia.
‘The ‘Game On’ App will really enhance consumer enjoyment of the Tennis at home in a way that has never been done before. And of course, such an innovative and technologically advanced idea matches perfectly with Kia’s core brand values.’
Links
Kia ‘Game On’ Campaign TVC YouTube
http://www.youtube.com/watch?v=bdFdK7PLcMo
Kia ‘Game On’ Campaign How To Play Video YouTube
http://www.youtube.com/watch?v=Y_oHVdKYEU4
Kia ‘Game On’ Campaign Website
Kia ‘Game On’ App Downloads:
https://play.google.com/store/apps/de…
https://itunes.apple.com/us/app/kia-g…
Kia Website
Kia Twitter
https://twitter.com/kiaaustralia
Kia Facebook
https://www.facebook.com/KiaAustralia
Kia Google+
https://plus.google.com/+kiaaustralia
Australian Open Website
