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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Kia North America |
| PRODUCT: |
Amanti |
CHALLENGE:
Coordinate promotional events to coincide with pre-determined sixteen market tour dates for the Kia
"Forever Young Tour". The Forever Young Tour was designed to gain grassroots exposure in markets where
there was a high target demographic (adults 44+). Our assignment was to find or create events in
these markets to correspond with the tour. Tour included a sweepstakes for a 2004 Kia Amanti.
 SOLUTION:
We chose radio as our event/ broadcast vehicle for this program. EMG contacted radio stations in
each market and asked them to supply us with market events that they were either already involved
with or existing station events that fell within our tour timeline. If they did not have anything
that fit the criteria, than we supplied them with a template to create their own event some examples
of the tour stops are: Los Angeles - we tied in with a Balloon and Wine Festival were able to
feature the vehicle next to the sponsoring radio station. The event draws 60,000 + every year.
Philadelphia - there was not an appropriate event scheduled during our tour dates so we coordinated
with the Franklin Mills (one of the largest malls in the area) to have the vehicle on-site along
with a radio station remote and a local prize giveaway of $1000.00 in free gas to one lucky winner.
RESULT:
Sales of the Amanti were up 7% across the country during the month of June. We are currently working
on our next tour, featuring one of the 2006 Kia vehicles.
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