Sometimes it takes more than a bad internet connection to make gamers “tilt”. Like 585 horsepower.
Client
Kia EV6 GT
Industry
Automobile
Service
Social Activation
The Pain
Just ask around: connecting with a young target audience is tough. Now imagine you’re a car brand approaching gamers. That’s real pain, amigos. After all, “real” cars are absolutely the last thing they have on their radar. So, when we heard that Kia Europe decided to sponsor the LEC 2023 in Montpellier, we buckled up.
The Glory
Losing streaks, unbalanced gameplay, server issues and content locking are just a few triggers to freak out even the most chilled of gamers. And when they do, something peculiar happens: they tilt. That’s gamer-language for “losing it”. So we gathered a few gamers and dropped the question: can you keep cool inside the EV6 GT, a car that does 0-100 km/h in 3.5 seconds? If you do, the car is yours.
“Kia is keeping esports fans on their toes with its Tilt-Proof Challenge.” – THE DRUM
“EV6 GT is about to change the game once again.” – Little Black Book
We collaborated with Glassworks VFX Madrid to develop an app with six parameters that track micro-expressions. Pulse oximeters and facial analysis technology accurately measured every tilt.
The pan-European stunt was spearheaded by four League of Legends gamers. Romain Jacques (@romainjacques), Carmen Sánchez (@carmensandwich), Jorge Casanovas (@welyb) and Daniel Broekmann (@broeki1) were called upon to test their tilt with a new game. The streamers launched the challenge on Tik Tok, Instagram and Twitch. Spoiler alert: nobody won, except the Kia EV6 GT.
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