KIA MOTORS
Kia Motors, a leading automobile company in Korea and an affiliate of the Hyundai Motor Group, collaborates closely with Hyundai Mobis for car part supplies. Many of its vehicles share major components with equivalent Hyundai models. To promote their newly released models, Kia Motors actively engaged audiences through a branded game alongside other games and events. These campaigns were distributed on popular platforms like KakaoTalk and social media channels, ensuring a fun and interactive promotional experience.
CAMPAIGN
1. The Mohave Event
In mid-August 2019, Kia Motors launched a game to promote the new Mohave model. During the pre-order and sales period, participants had the chance to win small prizes. The game featured two modes—Highway and Snow—offering players unique challenges. By using in-game items representing the Mohave’s features, players could achieve higher scores. At the end of the event, 300 high-scoring participants were rewarded with various prizes.
- Event Period: 26 August – 31 October 2019
- Channels: KakaoTalk, Facebook, Instagram
- Target Audience: KakaoTalk members
- Gaming Mechanism: Cumulative score-based rank aggregation
- Prizes: Pizza, chicken, coffee, and ice cream coupons
- Game Name: Mohave: The Racing.
- Region: Korea.
2. The 3rd generation K5 Event
In December 2019, Kia Motors introduced another promotional game, this time based on the new 3rd generation K5 model. Building on the success of the Mohave game, this version included features that allowed players to collect coins, upgrade K5 cars, and access higher-level tracks. The design encouraged repeated gameplay, increasing user engagement and event retention. Players with top scores were rewarded with attractive prizes, including an iPhone 11.
- Event Period: 12 December 2019–31 January 2020.
- Channel: KakaoTalk, Facebook, Instagram.
- Target: KakaoTalk members.
- Gaming Method: Top score-based rank aggregation.
- Prize: iPhone 11, Chicken/Coffee/Ice-cream coupons.
- Game Name: K5: The Racing.
- Region: Korea.
