The rise of VidCon, and the online video industry as a whole, is built on authenticity. Our activation was designed to make Kia synonymous with that authenticity by providing opportunities for attendees to become content creators themselves and feel empowered, uplifted, and implicitly aware of Kia’s role in celebrating unique, creative voices.
Kia’s goals were to elevate and empower fans of the online-video community through a premium experience for VidCon attendees, leverage various on-site activations to extend the shelf-life into the digital and social space before, during, and after, and showcase their connection and commitment to the community.
The signature element of our activation featured a recording studio that allowed attendees to record a section of an original music video collaboration, which Kia shared over social media after the convention.
• Recording studio
• “What’s Your Forte?” personality quiz
• Performance stage
• Kia Soul DJ booth
The finished music video featured over 350 collaborators.