KIA (BBC) / Case Studies
KIA
BBC
The BBC came to Hijack to create an event online around the new featured car in their BBC 2 show Top Gear. The golf-sized Kia cee'd would now be their new "Reasonably Priced Car" replacing the Chevrolet Lacetti. Star interviewees thus came on the show and tried to break the record for the fastest lap time on the Top Gear track behind the wheel of the little Kia car.
Staying true to the BBC's mission "inform, educate and entertain," Hijack proceeded to do just that by creating an interactive ad including a competition and a game. The ad started as a video introducing the Kia and featuring clips of the stars that had driven the car on the show. It then transformed into a micro-site where users could enter the competition and be the ones behind the wheel of a reasonably priced car instead of a star. Click-throughs enabled each user to enter the Kia competition to potentially win £1,000 by playing the game and breaking the lap time records of other competitors. Further information was available about the overall event and competition and, of course, about the star of the event, the new Kia cee'd.
In the end 13,402 people entered the competition.
Enough reading? Take a look and play the game yourself.
