KIA INDEPENDENT CINEMA

Date: 12th December 2022

Client: KIA UK

When Kia wanted to elevate their sponsorship of independent cinema through dealer incentives and consumer promotions, they turned to SPARK.

Kia VIP screening booking site

THE CHALLENGE

Kia’s sponsorship of independent cinema had failed to engage with the dealership network (a mix of Kia-owned and franchise dealerships). SPARK were brought in to engage the dealerships through dealer incentives, education, and corresponding consumer promotion packages.

WHAT WE DID

SPARK already engages with over 500 cinemas in the UK, through their discount cinema ticket platform, The Cinema Society.

The team was delighted to extend this, to include additional independent venues and created a range of off the shelf dealer promotions to allow local dealers to engage with local cinemas. This included ticket giveaways in return for test drives, educational online platforms, events, screenings and more.

The cinema ticket giveaways were replicated with dealership staff (in return for product training) leading to an unprecedented 98% dealer participation in the campaign.

SPARK also built a redemption platform for the promotion which allowed consumers to redeem vouchers quickly and easily for their local independent Cinema.

Kia Sportage in front of a modern high design house

THE RESULTS

With very tight deadlines in place, SPARK’s excellent project management and unrivalled experience in cinema-based promotions, meant one very happy client!

The Kia team were so impressed that the campaign was repeated with SPARK in 2023.

180

New partnerships with over 180 independent cinemas, ensuring nationwide coverage for KIA’s dealerships.

98%

Dealer engagement was the highest ever achieved by Kia

10,000

Over 10,000 tickets distributed

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