In Sweet Dreams, we follow a young boy as he sleeps in his classic racecar bed. His closet doors mysteriously open to a road and suddenly awaken the boy. His racecar bed comes to life and begins to take him on a journey, out of his bedroom and down the road. The boy and his car bed go on a driving adventure through the night until he eventually races into a tunnel. When he emerges from the tunnel he is no longer on his racecar bed – he has transformed into an adult, behind the wheel of his dream car.

In order to make a big splash and get the fans talking, we collaborated with Los Angeles Clippers’, Blake Griffin to have him dunk over a Kia Optima live during the All-Star Dunk Contest.

With fingers crossed, we watched the stunt in realtime alongside over 10 million live viewers. Thankfully, it went off without a hitch. Blake successfully soared over the Optima and went on to win the contest and garner massive amounts of media coverage for both him and the Kia brand.

The stunt was a slam dunk, exceeding all expectations. Blake soared over the Optima in front of a record live audience of 10.4 million people. Within just 72 hours, the dunk received 135 million impressions and was covered by new outlets across the country and overseas. Combined YouTube hits reached 10 million views and Kia web traffic increased by 285%. Consideration for the Kia Optima surged by 64% and that following month, Kia shattered their all-time sales record. To date, the stunt has earned an estimated $25 million in free media value. (See attached binder for more details.)