Helping promote Kia sponsorship of the Australian Open in Melbourne
Background
Kia made the Australian Open experience a whole lot more exciting by introducing the mobile app ‘Game On’ that allowed fans to return serves from live television broadcast, using their phone as a racquet.
The app used audio watermarking technology, handset timer, giro and accelerometer to measure how well players timed their return and how hard they hit, resulting in a realtime score.
TV commercials as well as online and social media placements invited fans to download the app. Fans could then return one of six live serves, from Australian’s hardest serving tennis player Sam Groth, for a chance to win a Kia Cerato Turbo.
Results
The Game On campaign became a smash hit. Over a three week period it achieved over 193,000 downloads and 320,000 entries, exceeding Kia’s best previous promotion by 300%. Without international media spend, Game On went global and was played in over 110 countries. In the first week, the app became the No.1 free mobile app on iTunes, and in turn became Australia’s most successful automotive app ever. Most importantly, Kia had their best January sales on record.
Mobile user Interface Design
Campaign website
