Kia Brings the Runway to the Raceway to Introduce the Stinger

Kia Brings the Runway to the Raceway to Introduce its new Stinger to the Media

Kia Brings the Runway to the Raceway to Introduce its new Stinger to the Media

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The new Stinger is the highest performance production vehicle in KIA’s history, with the power to reach 60 MPH in just 4.7 seconds.

Fashion Week is home to many runways, but few have challenged a supermodel to go from zero to 60 in under five seconds.

In an effort to send the message that Kia is a brand that stands for style, design and performance, the brand activated a pop-up press event during New York Fashion Week that challenged some of the biggest names in fashion, music, sports and entertainment to a drag race—and not that kind of drag race.

“We asked, how do you bring life to this vehicle, and what is the best way to talk about design, performance and style in a different way,” says Sylvia Lopez-Navarro, national manager-partnerships & experiential marketing at Kia Motors. “And we thought, what better way than the runway.”

On Sept.12, fashion designer Brandon Maxwell, supermodels Candice Swanepoel and Joan Smalls, baseball legend Alex Rodriguez, writer and TV host Derek Blasberg and social media personality Cameron Dallas stepped into Kia-branded racing suits to take their turn behind the wheel of the new Stinger, the highest performance production vehicle in the automaker’s history with the power to reach 60 MPH in just 4.7 seconds.

Sleek black viewing platforms, real timing lights, a green room, hospitality tents and a camera-friendly photo backdrop transformed a former parking lot on New York City’s Pier 92 into an upscale setting for the 1,000-foot race track and media showcase. The event kicked off at noon with each celebrity influencer taking two timed runs in the Stinger. Swanepoel clocked in with the fastest time. The entire panel of celebrity-drivers stuck around to pose with the Stinger and chat with the media about the experience.

“When we started planning this event we were very strategic about the content capture—exactly what is it that we wanted and who was going to be instrumental in helping us tell that story,” Lopez-Navarro says. “We definitely wanted a very diverse group of talent that really represented performance, style and design… but we felt they were very genuine and unique to our brand, as well.”

The content strategy paid off, earning media coverage from several target media outlets including “E! News,” “Extra,” “Entertainment Tonight,” People and more. According to Lopez-Navarro, the event exceeded all expectations.

The experience wrapped with a dj and refreshments for attendees who, in addition to the press, included Kia executives and dozens of Kia dealers from around the region. Agencies: IMG LIVE, New York City (event production); Catalyst, New York City (influencers and p.r.); Zeno Group, Santa Monica, CA (p.r.).

 

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Fashion designer Brandon Maxwell, supermodels Candice Swanepoel and Joan Smalls, baseball legend Alex Rodriguez, TV host Derek Blasberg and social media personality Cameron Dallas were all part of the experience.

 

See also:

Lexus Rolls Out the Red Carpet for New York Fashion Week Attendees With a Chic Photo Experience

Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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