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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.

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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