THE GAME THAT REWARDED PEOPLE FOR LOOKING AWAY FROM THE BIG GAME

THE GAME THAT REWARDED PEOPLE
FOR LOOKING AWAY FROM THE BIG GAME

KIA SQUARESKIA SQUARES

CHALLENGE

Super Bowl Sunday is packed with distractions and, of course,
the most expensive ads in the world. Kia needed a way to tap into
the conversation and engage fans—without buying media space.

IDEA

Why watch car ads when you can win one? Instead of spending a fortune for a fleeting 60-second
engagement, we kept viewers interacting—and cheering—throughout the entire game.


By tapping into an existing behavior and leveraging real-time Big Game data, we transformed
the popular Super Bowl game “Squares” into Kia Squares, a mobile experience that gave away four
brand-new Kias—one at the end of each quarter.

EXECUTION


1. Before kickoff, we invited fans to pick one of 100 squares on a grid,
each with a Kia vehicle in it. Random numbers were assigned to the squares.


2. If the last digit of a participant's square matched the last digit of each
team’s score at the end of a quarter, they were eligible to win the vehicle in
that square.

KIA SQUARES EXECUTION
KIA SQUARES HAND
RESULTS BACKGROUND
ICONICONICONICONICON
QUOTEQUOTEQUOTEQUOTEQUOTEQUOTEQUOTEQUOTEQUOTEQUOTE
TWEETSTWEETSTWEETSTWEETSTWEETS
TWEETSTWEETSTWEETS
TWEETSTWEETSTWEETS
TWEETSTWEETSTWEETSTWEETSTWEETSTWEETSTWEETSTWEETSTWEETSTWEETSTWEETS