Kumho Tire Activates a Subway Touch Screen Video Game
Kumho means “Bright Lake” in the Korean language, but we think its activation plan as the first official tire partner of the NBA and NBA Development League (NBA D-League) in the U.S. and South Korea was pretty bright, too.
A comprehensive plan leading up to the NBA All-Star 2015 in New York City featured New York Knicks star Carmelo Anthony as a brand ambassador, which got the seven-time All-Star in on some virtual hoops action. The result was a campaign that stopped busy New York commuters long enough to experience a touch screen video game of pop-a-shot with a virtual “Melo” (as he likes to be called) in a New York City subway. Then it topped that off with a sweepstakes payoff of a real game of H-O-R-S-E with him.
Leading up to the NBA All-Star game in New York City, Kumho blanketed the subway’s S trains and Times Square station with branding from the campaign. The activation tipped off in Times Square with the unveiling of the first-ever NBA All-Star 2015-themed subway cars, which featured Anthony, then challenged commuters in an interactive fan experience based on the classic arcade-style basketball free-throw game. But instead of basketballs, this challenge involved tires, which participants aimed with the swipe of a finger at a perpetually moving hoop housed on a large format touch screen. They had 30 seconds to dunk as many as possible. Depending on the score, Anthony delivered a critique ranging from, “You’re the real MVP” to “Did you even try?” At the game’s end, the touch screen snapped a photo of the player and dropped the image beside Melo, allowing people to be photographed “with” the athlete. Participants submitted their email addresses to be entered into the sweepstakes and receive their photo tagged with #KumhoSweeps, which they could share on Twitter, Facebook and Instagram.
A Samsung 65-inch LCD panel provided a large visual canvas to host the interactive experience. A visualplanet 65-inch touch foil enabled consumers to engage with the large LCD panel to control game play and submit personal data for continued communications. Solid-surface vibration speakers delivered a high-quality speaker solution, emitting powerful sound and vibrations through the glass that cut through the ambient noise and chaos of the Times Square station, which is traveled by upwards of 180,000 commuters daily. A glass-shattering animation with corresponding sound effects diverted the attention of passersby immediately to the experience and enhanced participation and immersion.
The technology created a slam-dunk for Kumho and the participants. The campaign generated 3,438 unique consumer interactions over 28 days of activation. Additionally, 629 emails were submitted for an impressive data capture rate of 18.3 percent.