Sometimes it’s good to be lucky.
It’s called being in the right place at the right time. When it comes to sponsorships or event marketing, some things just can’t be planned for. Of course, some of those things can turn into a negative, but when it is a positive for your brand – Oh how sweet it is!
You may recall Blake Griffin’s amazing dunk during the NBA All-Star Weekend Slam Dunk competition. If you don’t, here it is again
Kia was already the sponsoring car for this event. Griffin decided he wanted to duck over a car. So, it only made sense to use the car that was already going to be there.
Even before Kia came out with a full commercial centered on the dunk, there had been so much airplay for Kia that money couldn’t buy. Kia had their reasons for sponsoring the NBA, whose audience Kia described as urban and multiculturally diverse, with educated and passionate fans. Its good to see that they took that ensuing buzz and success and built upon it with the commercial and larger campaign centered on the dunk.
Now, Kia has named Griffin as their global spokesperson. In Griffin, they have someone who fits perfectly with their target demo. He has been a solid citizen – ripe for partnership – and all signs point to that continuing.
So, ultimately, Kia was in the right place at the right time, but they knew where to drive the opportunity once it presented itself.