
Agency	Escape Digital Marketing Group
Creative head	Lyosha Novikov
Author of idea	Escape Digital Marketing Group
Product	KIA
Description	Kia was the official Euro 2012 partner. We were observing KIA’s logo at 8 stadiums and on every ticket during 31 matches. Although it turned out to be not enough for the emotional connection setting between football and brand Task Show that KIA is a perfect car for a football fan. Solution Have a football match! On Facebook!! By cars!!! Idea Exclusive car-football championship “KIA Euro Cup 2012”. The game application on the brand Facebook page which enabled customers to play football via KIA cars with the real competitors in the real time. Mechanic A user entered the app and was learning with the KIA model range. Then he selected the car which became his player. Each type had their own parameters: some were powerful; some were more agile, etc. The next step was to select the stadium – the one with a greater players number, or with fewer ones. Any user who was in the application at the moment could appear to be a competitor. The number of simultaneous match participants was unlimited. As in football game one had to score goals, but via a car. With every goal scored a new post at a player timeline appeared. Users were free to invite friends to a game and share their own results at their pages. And of course participants could win the grand-prizes: tickets to EURO-2012. Results: 369,508 goals were scored for 12 weeks 36 winners attended different matches in the EURO-2012 host cities in Ukraine and Poland. Ukrainian page KIA in facebook got +5000 fans. While the game was ongoing the page got 156 times more daily contacts with the audience and reached 97,000 users/day milestone. Daily viral reach increased 7-9 times. Daily Talking About That had increased by 10 times than the same index before the activity and reached 600 mentions threshold. Daily visitors number increased 6 times.
Team members	Lyosha Novikov - Creative Director Anna Launets - Senior Copywriter Dariia Nagornaya - Director Of Web Development Veronika Deshko – Web Development Manager Serhiy Malykhin - SMM Director Darya Senkevich-Davidets Director Of Operations/Deputy Ceo Dmytro Grushevsky - Chief Executive Officer Oleksandr Katkov - Chief Strategy Officer

https://vimeo.com/61018311

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