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During one of the most challenging economic environments for carmakers, Kia sought a way to deepen engagement with their brand while targeting a young male audience aged 18-34. Kia needed a way to break through the clutter of traditional advertising while immersing users in an HDTV entertainment experience. The Xbox platform appealed to Kia for several reasons: the gaming audience skews young (18-34) and male; they are 33% more likely than non-gamers to purchase a new car every 2-3 years; and 27% are more likely to keep up with the latest advances in automotive technology. This combined with the fact that both consumer spending on video game products and the Xbox LIVE audience continues to grow, Xbox advertising was a natural fit for Kia.
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