Kia turned to BuzzMedia to create awareness and encourage participation in the "In My Mind" music video contest. BuzzMedia curated talent from across the internet to raise interest in the contest and in the SOUL.

Target Demographic

    Adults 18-34 – Millennials

Key Objective

  • To support the launch of Kia Soul’s “In My Mind” campaign and to drive awareness to a custom ‘remix’ program curated by influencers.
  • Create a call-to-action to encourage consumers to submit their own videos for the chance to win a brand-new Kia Soul.

Solution

  • BuzzMedia utilized its pool of diverse talent to encourage participation and spark a social media movement, embedding the Axwell remix and the Kia Soul brand into the the pop culture fabric of 2012.
  • BuzzMedia produced five (5) viral videos created by celebrities, the Jabbawockeez, Affion Crockett and YouTube personality What’s Up Elle, using the Axwell remix as the soundtrack to encourage user participation in the Kia Soul contest.
  • BuzzMedia editorialized the content on the select sites and Kia also received distribution rights to post the videos on brand sites including social media pages.
  • The above named talents promoted their videos as well as the Kia Soul contest on social media.