In 2008, KIA Motor Company recognized the significance of on-boarding early adopters to their new KIA Soul line. By aligning with the Vans Warped Tour, the brand was able to reach young consumers directly with an interactive onsite presence, artist partnership, heavy digital component & TV ad buy.
Onsite, the KIA Soul Lounge featured interactive activities ranging from airbrush tattoos, scream-off contests and confessional booths. The large footprint also featured several display vehicles, and housed many meet and greets and acoustic performances from Warped favorites like Yellowcard, Sleeping With Sirens, Gym Class Heroes and many more. Eventually, KIA would take ownership of both Warped Tour main stages placing a display vehicle between them on a hydraulic lift. To connect the stage & festival placements, the brand offered a VIP viewing platform for fans that visited the Soul Lounge.
In 2014, the Vans Warped Tour live streamed the commencement of the tour, giving KIA prime branding throughout the stream. That on-demand content has since been viewed upwards of 7million times.
While the campaign served to market different vehicles each year with fun and creative branding focused on millennials, it was also effective at getting consumers into their local dealerships. In 2008 the brand distributed coupons at Warped Tour for $500 off a new KIA. By the end of the promotion, 81 vouchers had been cashed in, representing brand new car sales.
While an activation like this is always exciting to experience onsite, the logistics of transporting and activating all of the elements at 40+ shows over 50 days can be a bit daunting for any client. Luckily, tour producers were more than equipped to advise and lend a hand with all the moving pieces. Warped Tour staff sourced, set up, tore down and transported all festival elements and the VIP riser throughout the summer. All vehicles were placed on a car hauler, traveling with the tour fleet from city to city. Warped Tour also hired and trained a designated staffer to manage the vehicle that was on display on a hydraulic lift in between the main stages.