Build awareness and social engagement around KIA’s 2016 Super Bowl commercial, starring Christopher Walken.


Using Twitter, Instagram, and Facebook, Influential activated top-tier influencers, based on IBM Watson’s psychographic insights, to post branded content and messaging into their feeds, in five key waves. This strategy built and sustained momentum for the Kia Optima and the #AddPizzazz campaign, while also creating conversion opportunities on social media, based on core consumer traits. Additionally, select viral / meme accounts with high engagement in the target demographic supported the activation by sharing content to maximize reach and social discovery.