• by OMMA Magazine Writers , August 22, 2011

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.