Mobile solutions business Mnet this week launches the 2015 version of the highly awarded app “Kia – Game On”, which last year won more than 20 awards globally and was played in 130 countries.
Timed to coincide with Kia’s headline sponsorship of the Australian Open Tennis Tournament which starts on January 19, “Game On, V2” carries substantially expanded capabilities from 2014 to widen people’s experience of playing and experiencing live tennis in their lounge rooms and at events using their smartphones.
The launch of the new app will be supported by new television commercials from Innocean Worldwide and media planning and buying by Initiative. The campaign again enlists the talents of Sam Groth, the Australian professional tennis player with the world’s fastest serve. Players have the chance to try and return Groth’s serve on their smartphones, but this year new capabilities in the app will allow people to review their return shots via a replay, compete against their Facebook friends or Sam Groth himself and put themselves on court with a 360-degree panorama view.
People attending the Australian Open in Melbourne will also receive offers, exclusive opportunities, information and alerts via beacons deployed around the Tennis precinct.
“The Game On App is designed to give viewers a true sense of the speed and skill professional athletes exhibit on the tennis court, but enabling them do so from the comfort of their lounge rooms, and just using their smartphones. This year we have significantly enhanced the realism of the experience via many additional features that leverage the latest technology advancements,” said Mnet CEO Travis Johnson. “We are also proud to launch a smartwatch version, giving the growing numbers of people with these wearables an innovative and entertaining experience brought to them by Kia.”
The more times people play, the more entries they will have to win a brand new Kia Cerato car.
Game On 2014 was one of the most downloaded Apps for 2014, topping the iTunes and Playstore charts. It achieved an average of 15 minutes of engagement and millions of swings. “Game On” won more than 20 awards globally including multiple Spikes, Media Federation Awards and Best In Show at the Mobile Marketing Association’s APAC Smarties.
Initiative Media created the integrated communications strategy and media buy, whilst Innocean Worldwide produced the Television commercials and campaign creative assets.