Kia Motors and Momentum Interprets NBA Teams' 'Distinct In-game Musk' in New Campaign
America's favourite basketball teams get their very own car air fresheners in dead pan stunt
As the Official Automotive Partner of the NBA, Kia Motors is today launching a promotional and social campaign that unveils its newest innovation: air fresheners with the “distinct in-game musk” of your favourite NBA teams.
Created by Momentum Worldwide, the campaign launches with content that introduces the uniquely pungent air fresheners, along with their origin, the “Kia Scent Lab.” The video ends with a call to action driving viewers to collect a free air freshener with test drive at a participating Kia dealership. Over 18,000 air fresheners have been distributed to 190 Kia dealerships across America.
The full-length video will launch across Kia’s social channels, with specially tagged versions to be tweeted by some of Kia’s twelve partner NBA teams.
Additionally, a :30 cut-down will be made available for Kia dealer websites in participating local markets.
Explains Sylvia Lopez-Navarro, national manager, partnerships & experiential marketing at Kia Motors America: “The ‘New Kia’ is a recognized industry leader in design, quality, technology and safety. So who better than us to take the new car smell to places basketball fans have never seen before?” Adds Omid Farhang, Momentum Chief Creative Officer: “The new car smell had a good run. But now there’s a new, new car smell in town, and it smells like your favorite NBA teams.”