KIA MOTORS | DIGITAL & SOCIAL

role: associate creative director | copywriter

“THE NEW-NEW CAR SMELL” | PROMO

How does Kia use its NBA partnership to drive fans to dealerships? Two words. Air fresheners.

We created a “new car smell” that NBA fans couldn’t refuse. Collaborating with fragrance designers, we crafted distinct in-game musks that captured the essence of each NBA team.

18,000 air fresheners were created and distributed to 200 Kia dealerships across America. The only way to get one was to test-drive a Kia.

This promotion launched with the following social content, which generated 97 million impressions in the first month, including an unexpected retweet from the King himself.