For the second year, automaker Kia worked with the NBA to drive brand awareness via a video campaign tied to the NBA All-Star game. It’s a great example of using an online promotion in conjunction with entertainment marketing, says Dimitry Ioffe, CEO and Founder of the agency TVGla speaking in an interview with Beet.TV (used here with permission) at the 4A’s conference in Los Angeles. The goal of that partnership was to reach new audiences and boost awareness in a fun way with video, he explains.
For the campaign, the agency worked with Kia and approached college students looking for the ideal host to interview NBA All-Stars, Ioffe explains. “We then sent that content back to the marketplace and that allowed Kia to build and grow excitement,” he says. “We solicited for people to be a reporter and we would take them to the All-Star game to interview the All-Stars. We would generate interest for the brand months in advance.” Kia promoted the effort to bloggers and communications majors, hosting the content on its YouTube channel.
The program is now in its second year, and Kia is using it as a “fun engagement” with the game, Ioffe says. For more insight into the promotion, check out this video interview below.