Kia challenges viewers to return world’s fastest serve in interactive TV campaign
Kia has kicked off an interactive campaign challenging viewers to return the world’s fastest serve by using their mobile phone as part of its push ahead of the Australian Open which it sponsors.
The interactive game, designed by MediaBrands mobile solutions agency Mnet, allows viewers to “return a high-speed tennis serve live from their TV”. The game requires viewers to use their smart phone as a racquet to attempt to return a serve from Australia’s Sam Groth.
The ‘Game On‘ app is supported by a campaign consisting of six ads which deliver six different serves, an online practice court, as well as digital outdoor media and activations.
https://www.youtube.com/watch?v=bdFdK7PLcMo
Travis Johnson, CEO of Mnet said in a statement: “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.”
Players also have a chance to win a Kia Cerato Koup.
Tony Barlow, Kia COO said in a statement: “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.”
The app launches this week and ends with the Australian Open Men’s Final on January 26.
https://www.youtube.com/watch?v=uW–FMQ7Csw
https://www.youtube.com/watch?v=wRvxMfNUTaQ
https://www.youtube.com/watch?v=ecMK0hG_fo4
https://www.youtube.com/watch?v=vDq8tCmhjN4
https://www.youtube.com/watch?v=UqJ9iaY30Xc
Credits:
- 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
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Very innovative and will do well. Just as important is the role that Sam Groth is playing. He will be seen as a very wise selection. His on-court efforts in Brisbane were measured but on any criteria they were successful. This little extension to his bow will bring about more positives. He presents very well on the Ad.
Serves pretty well also !
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This is a great campaign. Well done!
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HI There, who produced these?
thanks
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The six spots were produced by Chief Entertainment.
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he’s good in-front of the camera.
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Great campaign.
Keen to try these when the tournament starts
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Pretty sure these ads are only being played in capital cities. Interesting concept.
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