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Kia Motors Refreshes 25,000 Festival Goers with an Interactive Human Car Wash

Category: Ideas, Strategy, Trends, Work

We are sure you get your cars washed regularly, but have you ever experienced a human car wash? That’s what we helped create for Kia Motors as they launched the Kia Soul GT and also highlighted their partnership with SiriusXM. Themed as a “Human Car Wash,” this is one of our most memorable experiential campaigns. 

In partnership with IRIS Worldwide, we created “The Kia Soul Station” to engage with the next generation of Kia car buyers. The Kia Soul Station was activated at 3 major EDM (Electronic Dance Music) festivals with an estimated audience of over 220,000 music fans at Sunset Music Festival (Tampa, FL), Spring Awakening Festival (Chicago, IL) and Electric Zoo Festival (New York City).

Approximately 25,000 festival-goers participated in the experience, which generated over 100 direct sales for Kia Motors and over 2.5 million social media impressions.

KIA SOUL STATION HIGHLIGHTS

The Soul Station was no ordinary car wash. Guests were greeted with a 16-foot wide misting arch and continued onward towards a series of interactive mini-activations comprising of foam cannons, spinning brushes and drying fans– an exact replica of a car wash but with more fun attached. Check out our sizzle video.

 

Getting refreshed at the Soul Station was not all that was in store for the EDM fans. This was just the beginning of more entertaining activities to come, as they ventured further into the car wash.

 

 

After leaving the car wash, attendees were glammed up at the “Shine Room” where they received a makeover with colorful glitter and body paint. See the live footage shared on Twitter: #getshiny

 

 

Once ready to go, guests hit the dance floor where they danced to the latest beats, competed for prizes and listened to the top three EDM channels on SiriusXM.

 

 

In addition to the car wash, the Soul Station featured two custom 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. Over 1,200 SiriusXM subscriptions were gifted at this event to enhance brand awareness.

 

 

On-air personalities were doing live interviews with guest DJ’s and other EDM celebrities to create social buzz about the event.

 

 

We had a blast creating the first-ever human car wash, which delivered on Kia’s experiential goals of brand awareness, engagement, and conversions. Check out more pictures from the event.

 

Want to design your dream event with us? Drop us a line today and our experiential strategists will be right in touch.

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