Korean automaker Kia Motors this January engaged attendees at the North American International Auto Show in Detroit with an augmented reality activation that tied back to its popular Party Rock Anthem commercial. The motion-activated technology, which is the centerpiece of the brand’s new exhibit for this year’s auto show circuit, is called Close Encounters of the KIA Kind and features the brand’s dancing hamster spokes-rodents, known as the Hamstars. The Hamstars have become a hit at these events, prompting 56 percent of attendees at the Detroit show who had their Hamstar dance video emailed to them opt in to join Kia’s mailing list.
Agency: EWI Worldwide
Campaign: Close Encounters of the KIA Kind