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.
