Sensory Auto Book Replicates A Test Drive In Print

Sensory Auto Book Replicates A Test Drive In Print

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

Todd Neikirk
  • 15 may 2018

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.


Lead Image: Innocean via Adweek

+Brand Introduction
+experiential marketing
+Experiential Marketing
+product experience

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.