KIA launches Viral racing app
KIA Motors Europe have released a ‘viral’ cross-platform gaming app to engage a new target audience with their first high performance car, the Pro_Cee’d GT.
GT Ride is multi-platform driving game that responds to gestures, allowing users to create gravity-defying racetracks by moving their smartphone or tablet through the air. The app automatically sends your created tracks as a ‘challenge’ to all your Facebook friends, promoting the car and the brand in the process.
Margit Schroeder, Creative Director of LA RED, the lead agency behind the campaign, said: “KIA asked us to bring the Pro_Cee’d GT to a young male target group that hadn’t paid much attention to the KIA brand before.” They recorded 120,000 users within the first weeks of the apps release.
They produced the game in partnership with Artificial Rome, which has built other immersive games for the auto industry, but none that combines the elements of cross-platform architecture, viral sharing, gesture creation and console-worthy graphics.
As we’ve discussed in Comic-Con: Digital Storytelling, Cannes Lions: Beyond Advertising and The Future of Transmedia reports, brands increasingly need to be multiplatform from the start. Kia’s app was designed using Unity Engine which allows it to be played on everything from high-end video screens to “low-performance” Android devices, and it’s also available on the website and as a Facebook app.
What makes this app stand out from a marketing perspective, is that it involves the user in the creative process, giving them something that they really want to share with their friends, and promoting the KIA brand in the process. See Big Ideas From Social Media Week for more on the power of consumer creatives.