The 2014 Kia Optima has been redesigned from head to taillight. But it’s not just prettier and shinier—it’s also packed with not-so-average features that help you boldly take on the challenges of everyday life. Like backing up, for instance. Even something this mundane can escalate to a dramatic moment in an instant; cue the Optima’s Back-Up Warning System. Because things can get a little hairy out there. Especially if you’re a helpless toy in the imminent path of destruction. Dun…dun…dun!

Coming off the success of the “Blake Time Travels” TV campaign launched at NBA tip-off, we brought the experience online. “Take On Blake Dunk Challenge” is a 3D Facebook game where NBA fans attempt to out-dunk four generations of Blake Griffin featured in the TV commercials. Each level becomes more difficult as Blake grows older and more skilled. From kid Blake to present-day Blake, gamers dunk their way to the top by collecting coins, customizing their player, unlocking content and sharing epic dunk photos. Users can even put their own face on their 3D player by unlocking the face-mapping feature.

The “Take on Blake Dunk Challenge” created a highly-engaging environment, reinforced Kia’s relationship with Blake Griffin and the NBA, and drove conversation in Kia’s social channels. The results:

• 10x return on investment (based on Kia-approved media values)

• 120,000 game sessions over 90 days

• 30 game sessions per user on average

• 21 minutes per game session

• 42,000 hours of Kia-branded gameplay

• 30%+ of users initiated additional social actions through liking, sharing, and customizing their character for digital postcards.

• 25MM+ PR impressions