Kia’s new ‘Game On’ app via Innocean Australia and Mnet garners attention from overseas
Kia’s new app built by mobile solutions company Mnet, has stormed the Aussie market and attracted unprecedented overseas attention since its launch coinciding with the 2014 Australian Open Tennis Tournament. The app was built in partnership with media agency Initiative and creative agency Innocean Australia.
Called Kia Game On, the app is a global first that enables people to attempt a return of serve in front of their TV against the world’s fastest-serving professional tennis player. The player, Sam Groth, has a serve called The Bomb that has been clocked at 263 kph.
Since its launch on January 6, the app has been downloaded more than 100,000 times and has at times been the number one free app on iTunes and the number one free game. The app also works on android ‘phones.
At the halfway point of the Australian Open, people were using the app for an average of 10 minutes each time, viewing 23 pages. As well as the huge Australian audience for the app, people in diverse countries such as Guadaloupe, Azerbaijan, Afghanistan, Kosovo and Tanzania also viewed the app.
Steve Watt, GM marketing for Kia, said response to the app was unprecedented.
Says Watt: “The idea of having over 100,000 Australians with Kia’s brand showcased in their pocket every day is very exciting. The Australian market sells around 1 million cars a year so 100,000 interested customers spending more than 10 minutes with our brand, and proactively engaging with it every day for two weeks is an impressive result.”
Mnet CEO Travis Johnson said the campaign clearly demonstrated the power of mobile-centric communications.
Says Johnson: “At this stage there are more than 100,000 people in Australia continually playing Kia Game On. It shows how mobile is the ultimate media channel to drive immediacy and frequency of people’s interaction with a brand.”
5 Comments
“attracted unprecedented overseas attention”?
Can anyone quantify and qualify what this means?
I really like this idea. So many sponsors do a naif tennis pun and think they nailed it. This engages the punter at home with a simple idea that gives them the chance to win a car. This will pick up some gongs I reckon.
I think this is an extremely cool idea. My only qualm is that I downloaded the app and found that, to actually play, you need to be watching the tennis, with the app open when the ad comes on. The spots don’t play that often so I think it might be a bit much to ask people to leave the app open during every single ad break. Would’ve been awesome if there was a warning spot a couple of ads beforehand eg – “have your phone ready”. But other than that, a solid effort.
Great idea, well done to all involved for pulling it off
Nice job dudes. Everyone is screaming for us to come up with Apps, or some kind of social response that’s participatory and creates ‘talkability’, and you guys nailed it. Credit where credits due.