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Kia promotes Forte at Luminato
Mississauga-based automaker Kia Canada conducted a promotion at the Luminato Festival in Toronto last week. Kia was the official automotive sponsor of the annual arts festival, which ran from June 14 to 23. The promotion took the form of a 14-foot-tall replica of an arcade machine which allowed consumers to play a video game called "Splat" in which players try to avoid hitting a fly while driving. The game was based on television creative from Kia's "Designed to" campaign that broke in March in support of the 2014 Kia Forte. The arcade installation featured a Forte sedan built into the replica, along with an eight-foot-wide screen. The player with the highest daily score would win tickets to various festival performances. The promotion was developed by Innocean Worldwide Canada. "Kia Canada's partnership with the Luminato Festival has allowed to engage and expose our brand to a diverse group of festival-goers over the last three years," said Robert Staffieri, director of marketing at Kia Canada. "By aligning with inspirational artists like Kid Koala and the development of Splat arcade-stallation, our presence offers a fun way to engage attendees and introduce the all-new 2014 Forte sedan."