KIA Motors is the second-largest automobile manufacturer that is based in South Korea. Last December, KIA Motors launched the third-generation K5. It is a vehicle that interacts with both the driver and the environment. Part of the marketing strategy for this new product is KIA’s collaboration with Branded Mini-Games, to create a campaign named “KIA K5 Racing Challenge”, This racing mini-game is intended increase brand awareness.
In the racing mini-game, a race track was recreated in detail where players drove their K5 car. Players need to collect items during the race, such as the KIA logo, to reach the finish line with the highest score.
This campaign runs in South Korea from December 12, 2019 to January 31, 2020. This was a solely digital promotion. KIA encourages users to send this mini-game URL via messenger, mainly Kakao Talk, so that this campaign will spread by messenger. This campaign was also placed on both Facebook and Instagram pages.
Attractive rewards of this campaign:
• Three lucky random players will get an iPhone 11 64GB.
• There will be 300 Pizza & Chicken coupons to be won by 1~300 rank order.
Summary of results:
• More than 300 daily active users.
• More than 7,600 unique users.
• More than 285,500 playing sessions.
Within just one and a half months, the campaign has achieved significant success. We hope that KIA Motors will continue their successes in the future.
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