If there’s one consistent theme at summer music festivals, it’s sweat. So, to ameliorate that pain point for EDM festival attendees, SiriusXM teamed up with Kia on a human car wash. (…Working at the car wash, yeah…) The Kia Soul Station Powered by SiriusXM activated in May at Sunset Music Festival in Tampa, FL; in June at The Spring Awakening Festival in Chicago, and in August at Electric Zoo in New York City.
Entering the Soul Station, attendees were greeted by a 16-foot-wide misting arch that allowed them to cool off before hitting the dance floor. If they had been dancing particularly hard, attendees could go through the “Human Car Wash” feature, which consisted of foam cannons, spinning brushes and drying fans. Next, they could head on over to the “Shine Room,” a lounge space where they could get a festival makeover before heading back to the dance floor.
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In addition to the car wash, the activation at each festival featured two Kia Soul models for attendees to check out. From a tablet, they could explore the SiriusXM All Access package and sample music from its popular EDM channels, including BPM, Diplo’s Revolution and SiriusXM Chill. Hosts from SiriusXM’s BPM channel were on-site interviewing festival performers.
“Music and joyriding go hand-in-hand, but it’s always been a core component of the Kia Soul’s marketing campaigns. We were looking for a brand that moves to its own beat, so to speak, and Kia was an ideal counterpart,” says Meredith Himelfarb, senior manager-automotive partnership marketing at SiriusXM. “When we learned the next-generation Soul had sound reactive mood lighting, EDM was the obvious choice.” Agency: Iris Worldwide, New York City.