Kia Motors Australia offers free rides with Uber in its Australian Open ‘fan fleet’
Kia Motors Australia has partnered with Uber to offer tennis fans free rides to the Australian Open in a ‘fan fleet’ of 30 Kia Seltos.
The announcement:
KIA SERVES UP FREE UBER RIDES FOR TENNIS LOVERS HEADING TO THE AO
Kia Motors Australia, the major partner of the Australian Open, has today announced a special partnership with global technology company Uber, which will offer thousands of lucky tennis fans free rides to the grand slam in Kia’s “Fan Fleet”.
The partnership will see a dedicated Fan Fleet of 30 Kia Seltos vehicles – its all new, sporty and sophisticated small SUV – transport homegrown and international fans to and from the Australian Open in comfort and style.
Having your chance to land a complimentary ride to the Australian Open from the CBD or Melbourne Park is easy and starts in the Uber app. If there is a Kia Seltos vehicle available tennis fans can select the “Kia Fan Fleet” icon from the list of ride options. If the time is right and you’re game, you’re set to match up with a Kia Seltos.
While the Kia Fan Fleet is ace, Kia’s power to surprise won’t just stop there.
On January 26 at 9am, comedian Joel Creasy will be kicking off Kia’s Surprise Sunday celebrations by giving tennis lovers a chance to upgrade their tennis experience.
Dressed in teal as a Kia AO Ballkid, Joel will be handing out 32 passes to the tennis – including 12 double passes to Rod Laver Arena – to deserving fans at iconic landmarks across Melbourne.
Fans who track down the TV star or his Kia Fan Fleet vehicle will also get to travel to the courts in style and on the house.
Psst…Uber account holders should keep an eye on the @Uber_Australia Instagram for clues as to where Joel will be celebrating Kia’s Surprise Sunday.
Source: Bastion Collective press release
Hello Social join forces with dynamic duo Joe Creasey and Sam Groth to generate awareness of Uber and Kia Fan Fleet partnership at the Australian Open 2020
To create a buzz around the Uber x Kia Fan Fleet during Australian Open 2020, Hello Social partnered with comedian (and former ballkid) Joel Creasey and tennis legend Sam Groth to create awareness and drive usage of the Uber x Kia Fan Fleet during the tournament.
This year, Uber teamed up with major AO partner Kia to power the Kia Fan Fleet of 30 all-new sleek Kia Seltos vehicles. If cars were available some lucky Uber riders saw a Kia Fan Fleet icon appear on the Uber app offering them free rides to and from the AO free of charge. It was a fun upgrade for tennis lovers, alongside the wider Uber Fan Fleet which included UberX, XL, Comfort and Premier giving all fans a convenient way to arrive at this world-class event.
Working closely with both Uber and Kia, Hello Social scripted, directed and produced a content suite of video and photography to run across Uber, Kia and the talents’ social channels.
The cleverly devised strategy was designed to trigger media and PR opportunities off the back of the narrative. Major outlets picked up on Joel Creasy’s tale as a former ballkid where he claimed credit for Lleyton Hewitt and Kim Clijsters’s split after an on off court exchange with Kim!
Hello Social’s content featured Joel and Sam sharing a free ride in the Kia Fan Fleet via the Uber app to the AO. The campaign was deployed with targeted media buy to relevant audiences within Melbourne CBD and surrounding areas to hit AO attendees with the offer.
To further surprise and delight AO fans, Hello Social also managed a social activation where Uber followers were prompted to follow clues across Uber’s social channels. The social treasure hunt held on Sunday, January 26, resulted in fans scouring Melbourne CBD to find Joel Creasey in Federation Square and get the chance to win tickets to the tennis.
Sam Kelly, Hello Social’s Director of Client Services says:
“Uber is iconic for its clever sponsorship integrations and partnerships and this concept is no
different. The Kia Fan Fleet provides a way for Uber and Kia to enhance experiences through a
meaningful needs-based connection. By providing fans a surprise and delight experience in the
form of a free ride we not only reward loyal Uber riders but also get to show off the new Kia
Seltos first-hand. Our social lead creative featuring strategically sourced talent, backed by a
geo-targeted media strategy has provided a fantastic platform to promote this clever initiative.”
Source: Hello Social press release
