The objective of any new car launch campaign is always to increase the awareness of the newly launched product and its name. In this case, we decided to use an already popular movie which shares the same title with our product. What if Kia Rio meets the Rio characters from 20th Century Fox? The movie “Rio” was released worldwide in the spring of 2011, and became a great hit.The first thing we did was to make viral video and uploading them on YouTube and created a wall for Kia on Facebook for fans, linking the posts on it to the updates on Kia Buzz. Kia is also preparing an online rhythm game featuring the ‘Rio remix song’. Various local dealerships displayed the POS banners, and enabled passersby to check out the videos online by scanning the QR codes on those banners with their smart phones. There were also two different versions of a 30-second TV commercial, put on display in many countries around the world.