Readers can spin donuts and smell scorched tires with Kia's interactive sports car booklet

Kia, long known as an affordable auto maker, stepped out of its comfort zone with last year’s release of the performance Stinger model. To spark interest in the car, the brand sent out a customized booklet to 100 automotive journalists. The book has several eye-catching features: a burning rubber scratch-n-sniff sticker, a faux speeding ticket and a piece of microfiber cloth on which readers can spin donuts. The “Text Drive” is meant to replicate the car experience in print.

The book, created with ad agency Innocean, was a big success and resulted in an order of 2,000 more copies to be given out to dealerships and VIPs. In a world driven by digital marketing, Kia proved that a smart print piece could still be very effective.

Kia


Lead Image: Innocean via Adweek

Kia, long known as an affordable auto maker, stepped out of its comfort zone with last year’s release of the performance Stinger model. To spark interest in the car, the brand sent out a customized booklet to 100 automotive journalists. The book has several eye-catching features: a burning rubber scratch-n-sniff sticker, a faux speeding ticket and a piece of microfiber cloth on which readers can spin donuts. The “Text Drive” is meant to replicate the car experience in print.

The book, created with ad agency Innocean, was a big success and resulted in an order of 2,000 more copies to be given out to dealerships and VIPs. In a world driven by digital marketing, Kia proved that a smart print piece could still be very effective.