We created Game On, a world-first app featuring a combination of new technology that turns players’ mobile phones into tennis racquets, synching with the TV broadcast and making the screen come to life. The app used audio watermarking technology, combined with the native timer, gyro and accelerometer to determine whether a player hit the ball, and how well.

We pitted viewers against six different types of serve, putting them firmly in the game. Game play was possible through Kia ads throughout the tennis broadcast, online at the Kia website and in experiential zones in shopping malls, giving everyone a chance to play.

Crucially our long-standing partnership with the host broadcaster enabled us to create unrivalled, in-program segments and calls to action for viewers to play Game On.

Players loved Game On.

• 193,000 downloads in 2 weeks

• #1 app in the iTunes and Playstore charts

• Players spent a staggering 15 minutes using the app, viewing an average of 20 Kia commercials

• Generated $2m of PR coverage

• Organic web traffic doubled

• Most importantly, Kia achieved record January and February sales

• 79% of players were more positive about Kia – particularly around quality and innovation

By putting viewers in the game we evolved the tennis viewing experience, and in doing so, ensured Kia was the stand out brand of the 2014 Australian Open.