As the first tennis major of the year grinds into gear, Australian Open major sponsor Kia Motors are inviting tennis fans to join its Fan Of The Day image-led initiative and boost engagement and excitement. Every day throughout the tournament Kia is looking for the most conspicuous and enthusiastic fans at Melbourne Park and awarding one winner for the ‘Day Session’ and one for the ‘Night Session’.
The Kia team are scouring the grounds – from the Kia Display in Garden Square to the car brand’s own marquee on the Grand Slam Oval – and taking pictures of those spectators dressed in outlandish costumes, the loudest cheer, the most innovative banner or show of support and these are then entered online for the fan of the day title and prize.
Kia Motors themselves are choosing the daily winners, who are all then announced live at the Rod Laver Arena show court after the first set of the last match of each session. All 25 daily Kia Fan of the Day winners are rewarded with Nespresso coffee machine and automatically goes in the draw to win the Kia Fan of the Tournament
Then, to extend the campaign around the world and add an element of consumer-control and interaction, any visitor to the Fan Of The Day website, at http://www.australianopen.com/en_AU/fancentre/kia/index.html, can vote for the Fan Of The Tournament. Spectators at the tennis in person can also vote online at the Kia Commercial Display Area on Grand Slam Oval, using branded laptops.
The ultimate Kia Fan of the Tournament wins a luxury watch, the runner-up aa digital camera and the third placed fan a travel bag.
Kia is the Australian Open’s longest running sponsor and has backed the competition for the last 17 years. At the Australian Open 2013 vehicle handover ceremony, where its gives the keys to all 100 Kia cars used for the tournament, the car company announced that it will extend its agreement as the major sponsor of the Australian Open for an additional five years through to 2018.
The sponsorship rights within the deal will sees a slew of new Kia marketing programs introduced alongside existing activation elements like Fan Of the Day and providing official tournament vehicles for the transportation of players, officials and visitors, Kia branded courtside and venue presence, as well as integrated on- and off-line experiences (such as the interactive Grand Slam Oval fan area at Melbourne Park, the live site at Fed Square in Melbourne
The Grand Slam Oval is an interactive fan area next to the tennis tournament’s main stadiums and osts the Kia marquee and promotional events that aim to expand the Kia brand experience for all visitors. Throughout the tournament, Kia vehicles are being displayed around Melbourne Park and Kia experience kiosks will host a range of fun activities for fans. ‘Other Kia event activation includes the ’Kia Lucky Drive to Australia’ which offers customers a chance to win an all expenses paid trip to the Australian Open.
Kia also shares its own activation and the Australian Open tennis with its subscribers, followers and fans across its online and social communication channels – including its Facebook page (which is hosting an ‘Ask the Tennis Stars’ event that relays fan questions to players via a display screen during ‘Open Drive’ interviews that actually take place in Kia vehicles.
Comment:
Comment over time has certainly led to a comprehensive activation programme by Kia.
Initially, back in 2002, the strategy seemed predominantly built around brand awareness, but as its reputation and partnership has evolved today the focus is more about ‘experience’ than simply’ awareness’.
The Australian Open was Kia Motors’ first major international sports sponsorship and its long term commitment has certainly seen it learn from the experience and build a comprehensive portfolio of activation elements. Back in 2002 it further deepened its tennis credibility by signing global endorsement deals with stars such as Andre Agassi and Rafael Nadal.
In recent years, the car brand has learned from its Australian Open sponsorship experience and has built partnerships with a range of sports from football (with both FIFA and UEFA) and the NBA, to the Kia World Extreme Games.
Links:
Fan Of the Day Website
http://www.australianopen.com/en_AU/fancentre/kia/index.html
Fan Of The Day On Facebook
http://www.facebook.com/media/set/?set=a.10150541344097558.406126.362744887557&type=1
Kia Facebook Page
http://www.facebook.com/Kiamotorsworldwide
Australian Open Website
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