EURO 2012 DUBSTEP DANCE CONTEST

TitleEURO 2012 DUBSTEP DANCE CONTEST
BrandKIA MOTORS CORPORATION
Product / ServiceKIA MOTORS
CategoryA05. Best Use or Integration of User-Generated Content
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Contributing Company:INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Scott Woo Kia Motors Corporation Advertiser's Supervisor
Eunhee Kang Kia Motors Corporation Advertiser's Online Administrato
Jason Cho Innocean Worldwide Global Interactive Team Director
Jessie Shim Innocean Worldwide Interactive Team Manager
Jw Hyun Innocean Worldwide Senior Interactive Planner
Jung Eun Lee Innocean Worldwide Senior Interactive Planner
Jy Yu Innocean Worldwide Senior Interactive Planner
Steve Jun Innocean Worldwide Account Supervisor
Sean Suh Innocean Worldwide Coordinator

The Campaign

This campaign did not depend on a particular country or region. This campaign used Facebook and Youtube as platforms for contest and we applyed their regulation.

Results

Kia Motors has been the Official Partner of UEFA European Football Championship since 2008. As the 2nd time sponsor of the UEFA EURO Championship, Kia’s challenge was to increase sponsorship and brand awareness as an Official Partner of Euro 2012 within Europe, maximize customers’ interest towards KIA, using football related content and build a strong, friendly brand image among Europeans. To achieve the challenge, Kia decided to come up with a key idea/word that could evoke consumer's sympathy. ‘Like', which was also used for the Global Brand Communication Campaign launch in 2011. To build a positive synergy for the ‘Like’ campaign and to apply it to the football sponsorship, we came up with the message ‘Kia, the sponsor of what you like’. UEFA EURO 2012™ kicked off on June 8th, and as an official partner, Kia wanted to excite fans globally by combining Europe’s most popular entertainment exports: professional football and electronic music. Dubstep is a unique genre of electronic music, and like football, it originated in the UK, swept across Europe and quickly gained momentum across the globe. That’s why we launched the Kia Dubstep Contest on our official Facebook page, and invited fans to compete in a global dance battle via Facebook and YouTube. From 200 plus entries, we got it down to 16. From there, thousands voted to choose the final eight to send to Poland, and among those finalists, only one team would be chosen ‘Kia Dubstep World Final Champions’ at a battle that took place on Friday June 8th at the official UEFA EURO 2012™ fan zone in front of an audience of 30,000 screaming attendees.

Kia created a viral film using the ‘Dub-step Dance’. The viral film showed a Dub-step Dance, which was coordinated especially for this event, featuring Korea’s Got Talent, winner Ms. Minjung Joo. Along with the actual film, a tutorial film was made so that consumers can watch and follow the dance and participate in the Dance contest via Facebook and Youtube. The contest participants were challenged to dance to the same music (“I can’t stop-Flux pavilion”: one of the most popular dubstep music) shown in the ‘Dub-step viral film’ using the tutorial moves or other dances connected to football.

During Euro 2012, from April to July, over 158,000 people became Kia’s Facebook fans, while approx. 16,219 votes were submitted for the event. Over 300,000 views were generated by entry videos with over 6,011,620 clicks for the main viral film. Overall, we were able to emphasize that Kia is the Official Partner of `Euro 2012`, and that Kia is not just a brand that builds great quality cars but also listens carefully and cares what `YOU` - the customer’s `Like`. This is the reason why Kia is the sponsor of what you like, meaning football and great quality cars.