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New New Car Smell

What's the PR headline? KIA DRIVES BASKETBALL FANS INTO DEALERSHIPS WITH AIR FRESHENERS THAT SMELL LIKE NBA PLAYERS What went down? We worked with fragrance designers and our NBA partners to create custom air fresheners with the distinct in-game musk of each NBA team, then filmed a satirical docu-style short to introduce the innovation. Viewers on social media were directed to swing by any participating Kia dealership for a complimentary air freshener with a test drive. LeBron James retweeted the video (unsolicited), reaching millions of NBA fans.

Project Roles
Copywriter
Company
Kia Motors
Skills
Copywriting
Media
Social Media Content
Project Industries
Advertising
New New Car Smell