The Campaign

KIA Motors wants to enhance brand recognition & preference in China using its partnership of EURO 2012. We designed integrated communication platform using App, SNS, viral video & BTL. From the phrase 'Game Prediction' we created 'prediction game app' with the big prize of a free trip to winning country of EURO 2012. To promote this game app we made the icon of football oracle 'Paul the octopus' resurrected in China to communicate with target audiences. We opened his Weibo account & played interactive sitcom with 21 episodes for real-time communication with target audience. All video clips were completed by result of each games in real-time. We also provide 62 KIA dealers with EURO 2012 promotion material kit so that each dealers could set-up event zone, operating road-shows, wrapping car parade, etc.

Success of the Campaign

We've got result as below; 1. Game Application: - + 800,000 downloads in total. (Most downloaded game application within a month in auto category in China). - + 305,000 game related re-posts created by users in Weibo. 2. Paul's Weibo: + 48,000 fans & his posts viewed by over 18,000,000 Weibo users. 3. Paul is back (Interactive Sitcom): seen + 3,200,000 times in major video sites. 4. KIA Official Weibo 1) + 100,000 new fans joined during this campaign. 2) 350% fan growth in total & 3,090% daily growth compared to before campaign. 5. Others: Over 850,000 people visited KIA official showrooms or event-sites. Most of all, we are sure that we gave Chinese consumers brand new way of enjoying football.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We set-up 5 different platforms such as Game application, Paul's Weibo, Viral Video (In major video site), KIA's official Weibo & KIa Dealer shops are all connected one another in organic way, so once people contacted one of this contents they were encouraged to visit other platforms as well. For example, after you download the game application you can get extra point by visiting dealer shop or making interaction with Paul's Weibo. If you happen to visit Paul's weibo, KIA official Weibo, or Viral Video (Micro-site), you get information about the game application. In Paul's Weibo, people can choose the type of punishment if his prediction turned out to be wrong, and the episode next day is completed by both game result & the choice of Paul's Weibo fans.