Blog Review (Marketing Daily) : Kia Offers Up Hamsters In Facebook App

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Please have a look at this article : Kia Offers Up Hamsters In Facebook App

Kia Motors wants to connect with customers and potential customers via a new Facebook application, but if you don’t have a webcam, you’re out of luck.

The paw-tapping, music-loving hamsters seen in the automaker’s current ad campaign are featured in the “Go Hamster Go!” app, which is Kia’s first-ever augmented reality game and first Facebook application.

“Strategically, this effort is about quality of interaction, not broad reach — that’s what TV and portal ads are for,” says Dave Schoonover, Kia Motors America national manager, CRM and affiliate marketing. “Facebook is recognized as a quality service where many of our target audience congregate. We felt it would be a natural fit.”

Other elements of the Soul launch have included a non webcam-required game, “Escape from Hamsterdam. “During the pre-launch phase we had some special mobile applications such as our iMeem sponsorship or our Soul Cards bar code scanning, and we have mobile launch advertising as well which is driving over 100,000 unique visitors per month to Kia’s mobile website,” Schoonover tells Marketing Daily.

The application, created by digital marketing agency Total Immersion in association with marketing agencies Initiative and David & Goliath, is available on the Kia Soul Facebook Page, www.facebook.com/kiasoul, through the “Go Hamster Go!” tab. The home page for the app, apps.facebook.com/gohamstergo/, offers tabs to “Meet the Soul,” which takes users to kiasoul.com. Users can also opt to click on a link to watch the TV spot.

The interactive application, which had more than 6,200 players as of 5 p.m. Aug. 4, places users into the game, allowing them to race against the clock in an augmented reality experience with the Soul ad campaign hamsters. Using facial recognition technology, the player controls the competition with his or her face using a virtual magnet that “connects” to his or her forehead. The object of the game is to grab a hamster with the magnet as it comes off of a conveyer belt and place it into a Soul as an onscreen clock ticks down.  more

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