Faced with the task of building buzz
about the Kia Optima during the NBA All-Star Game, Initiative partnered with twtmob to reach consumers over Twitter leading up to and during this live event. A branded twitter hash tag was created to
drive buzz and encourage mentions of the brand, as well as engage relevant athletes and celebrities, and paid celebrity tweets were used as well. As a result, Kia saw 12 percent more social media buzz
on All-Star weekend than Super Bowl weekend.