Kia launches interactive game that allows people to return high-speed tennis serve live from a TV

KIA-APP.jpgIn what is claimed as a world first, Kia and its communications partners - mobile solutions agency Mnet, media agency Initiative and creative agency Innocean Worldwide - have collaborated to create an interactive game that allows people to return a high-speed tennis serve live from their TV. Using their smart phone as a racquet, people can attempt to return a serve from Australia's very own Sam Groth, the world's fastest server (263kph).
 
Designed by Mnet to maximise viewer engagement for Kia's sponsorship of the Australian Open starting next week, the 'Game On' App will be supported by a campaign that consists of six ads delivering six different serves, an online practice court, digital outdoor and activations.
 
Says Tony Barlow, Chief Operating Officer of Kia: "Kia's partnership with the Australian Open Tennis provides us massive reach to a passionate audience to promote our great range of cars. The 'Game On' App will really enhance consumer enjoyment of the Tennis at home in a way that has never been done before. And of course, such an innovative and technologically advanced idea matches perfectly with Kia's core brand values."
Adds Travis Johnson, CEO of Mnet: "When you watch the tennis from home you can't imagine the power of the players' serves. We're giving everyone the chance to feel the pressure and react as the ball zips past. The App syncs with the on-screen serve using audio fingerprint triggers, and the accelerometer to determine the accuracy of the user's swing in a way similar to gaming consoles, but playable by anyone with an iPhone or Android smartphone."

Says Scott Lambert, creative director of Innocean: "This 'Game On' App gives the fans a fun way to interact with one of the worlds great sporting events, and in turn beautifully delivers on Kia's Global position of 'The power to surprise'."
 
The Kia 'Game On' App launches this week and ends with the Australian Open Men's Final on January 26th.
 
Download the Apple App
Download the Android App

Play the Kia "Game On" online

Campaign Strategy and Media Integration - Initiative
Mobile App design and build - Mnet Mobile
Social Strategy - we are social
Creative Agency - Innocean
Australian Open Media Partners - Network Seven and Yahoo!7

6 Comments

Pat Rafter said:

Time to open a mobile phone repair shop

Mandy Griffiths said:

It may be a world first but I would guess they took a lot of inspiration from BNP Paribas's 'Tweet and Shoot' game for the French Open last year. They engaged Tsonga to take part in a Twitter Tennis game that uses a Twitter-controlled robot to launch tennis balls at Tsonga live on a tennis court.

https://www.youtube.com/watch?v=JxoTbLxmOQQ

Let's meet and play the game together on 26th Jan.

Hi Mandy, glad you like it. Whilst the tweet and shoot idea was indeed very cool it wasn't our inspiration... Before their campaign launched we had prototyped it to Kia and Apple!

This app is fun but it is no longer working for me after it updated. I haven't been able to submit my scores or access it online. I guess it is getting too popular.

Michael Kinna said:

Dear Kia


Please see attached photo of my 9 year old son’s return of the Sam Groth serve. As you can see he has returned the serve straight through our TV!!


This advertisement is extremely careless as it encourages people (children) to swing their i-pods at the TV without having safety straps attached.
I'm sure that we will not be the first people to have this happen and as a Kia owner I would advise you to perhaps issue some kind of warning to prevent this type of incident from happening in the future.
I look forward to hearing your thoughts on the above.

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