To leverage the buzz around our Super Bowl spot, we hid a secret message from Steven Tyler in it that could only be revealed when you play the commercial in reverse. This was inspired by rock and roll bands from the 1970s who "backmasked" hidden messages in their records. We sparked a conversation led by Tyler on social media, challenging fans to play the commercial backwards and identify the hidden message.

A backwards message from Steven Tyler hidden in our Super Bowl spot triggered a multi-platform social media campaign involving Twitter, YouTube, Instagram, Facebook, and even traditional mail. Steven Tyler tweeted, challenging viewers to seek out the hidden message by playing the commercial in reverse online. Those who played the spot backwards were automatically drawn into the social campaign. As people communicated with each other, Tyler, and Kia across channels to discover the message, we sent those who solved it and spread the word a very special gift: the Stinger scarf from the Super Bowl spot, signed by Steven Tyler. The media also got the message, as outlets across culture covered the campaign.

Our Super Bowl activation led to over 25 million online views of our campaign, 631 million online impressions of users talking about our spot, 1.3 million social engagements, and 1,052% increased Stinger purchase interest. This was all done without spending a single dollar on social media.