KIA NIRO

To introduce their new hybrid car, Kia cast Melissa McCarthy as an ill-fated eco-warrior. We took that concept and blew it out into a full Super Bowl campaign, including three teaser spots, a contest that let fans win real props from the ad, real-time engagement during the big game, and wildlife adoption kits that let fans get in on the sweet eco-warrior karma. 

CASE STUDY

 SUPER BOWL TEASERS

These 15-second spots kicked off Melissa's journey to the Big Game.

Catch the coordinates? It’s McCarthy, Alaska. Which someone called out on Youtube and was rewarded.

 M.P.G. (MELISSA'S PRECIOUS GEAR) GIVEAWAY

Once the game went live, we invited fans to become part of the story by claiming actual props from Melissa's journey. Ranging from the awesome (snow shoes, Camelbak packs) to the absurd (pine cone, piece of glacier — melted). All playing up the Niro’s impressive MPG.

REAL-TIME TWEETS

I got to live-tweet one of the most exciting and unpredictable Super Bowls ever (the Pats-Falcons overtime thriller), using GIFs from our spots to narrate the game and interact with fans, celebs, and other brands.

SURPRISE & DELIGHT

When people said gave the work love, we thanked them with a WWF eco-warrior adoption kit. featuring the rhino, penguin and whale from the spots. Folks seemed to dig it.