KIA Motors



KIA MOTORS

Kia Motors is an automobile company in Korea and an affiliate of the Hyundai Motor Group. Car parts are supplied by Hyundai Mobis, and most of its cars share major parts with equivalent models made by Hyundai Motors. Kia Motors created a game and held events to promote the newly released model to a wide audience in an entertaining way, via messengers such as KakaoTalk and SNS.




CAMPAIGN


1. The Mohave Event


Kia Motors created a game based on the new Mohave model, released in mid-August 2019. They held an event with small prizes during the pre-order and sale period. The game could be played in two different modes, Highway and Snow, and 300 players were selected as prize-winners after the event. High scores could be achieved by acquiring specific features that apply to the Mohave model as an in-game item.

  • Event Period: 26 August – 31 October 2019.
  • Channel: KakaoTalk, Facebook, Instagram.
  • Target: KakaoTalk members.
  • Gaming Method: Cumulative score-based rank aggregation.
  • Prize: Pizza/Chicken/Coffee/Ice-cream coupons.
  • Game Name: Mohave: The Racing.
  • Region: Korea.

2. The 3rd generation K5 Event


Kia Motors created a game based on the new 3rd generation K5 model that was released in mid-December 2019. They held an event with small prizes during the pre-order and sale period. Its build was based on the previous version of the Mohave game and it was developed to make it possible to acquire coin items, to upgrade K5 cars, and to achieve higher scores on higher-level tracks. It was designed to help users who play more games earn higher scores in order to increase event participation and retention.

  • Event Period: 12 December 2019 – 31 January 2020.
  • Channel: KakaoTalk, Facebook, Instagram.
  • Target: KakaoTalk members.
  • Gaming Method: Top score-based rank aggregation.
  • Prize: iPhone 11, Chicken/Coffee/Ice-cream coupons.
  • Game Name: K5: The Racing.
  • Region: Korea.




Goals

Increase awareness of the new model.

Create a friendly brand image of Kia Motors with the game.

Share with a wide audience via Messengers or SNS.


Results


1. The Mohave Event


For about 1.2 months during the event period:



More than 250

daily visitors.

More than 6,000

cumulative visitors throughout the entire period.

150,000 or more

Total cumulative plays




2. The 3rd generation K5 Event


For about 1.5 months during the event period:



More than 300

daily visitors.

More than 7,600

cumulative visitors throughout the entire period.

285,000 or more

Total cumulative plays.

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