Kia: Squares
digitalsocialsweepstakesweb development
Twenty-five million people play Squares during the Big Game every year, so we tapped into that existing behavior, but with a shiny twist. We created a mobile game, and dropped 100 cars onto the game grid for people to win. If their square matched the score at the end of any quarter, they could win the Kia in that square.
The game within the Big game.
The game was responsive, pulling data from the real-world game and displaying the changing corresponding score and square in near-real time. So as the players on the field scored, the players on our game grid won.
Kiasquares.com generated 86.8 million social impressions, and 565,556 visits to a new Kia microsite. Kia Squares also generated plenty of buzz - hundreds of articles, PR impressions and organic posts from hopeful winners. In the end, four lucky people won, and Kia drove off with everyone’s attention.
