Kia unveils Seltos Studios experience at 2020 Australian Open
Known as the ‘Fan Slam’, Kia Motors Australia, has unveiled its innovative Seltos Studios fan experience for the expected 800,000 fans of the 2020 Australian Open.
Kia, the Australian Open’s longest-running Major Partner, will tap into the rise of gamification by deconstructing elements of their all-new small SUV, the Seltos – recently voted Australia’s best small SUV – and turn them into interactive fan experiences.
This cutting-edge experiential concept sits at the entrance to Grand Slam Oval in the Melbourne Park precinct and features an Australian Open first Beat-the-Beat dance game and ultimate selfie moment, courtesy of the bespoke Mood Room.
Inspired by Dance Dance Revolution phenomenon, Beat-the-Beat is a large-scale game that aims to put fans’ rhythm, coordination and competitive spirit to the test, as they chase the beat to win, merchandise, Rod Laver Arena tickets and hospitality packages. The activation will also feature an immersive Mood Room photo moment that brings the innovative sound mood lighting feature of the Seltos to life.
For the younger fans, Kia is also rolling out its Kia Junior Drive activation in the AO Ballpark precinct at Birrarung Marr, where kids can drive electric powered go karts around a Melbourne Park simulated track, which also features a mini Rod Laver Arena.
“With the ‘Fan Slam’ being the biggest sporting event in the world in January, we don’t see a bigger platform to launch a new car than right here in Melbourne said Dean Norbiato, Kia General Manager, Marketing. “Putting fan experience at the heart of our experiential strategy has seen us deconstruct our new Seltos and bring to life some of its best features in new, fan-friendly ways for the expected 800,000 strong crowd,” added Norbiato.
This year also marks the brand’s 19th consecutive year as Major Partner of the year’s first Grand Slam and one of the most iconic elements of Kia’s partnership is the fleet of brand new cars that descend on Melbourne. “Launched with global ambassador Rafael Nadal, 2020 will again see Kia roll out a fleet of 120 brand new vehicles to transport players, coaches, VIPs, officials and media throughout the course of the Australian Open,” said Norbiato.
As a long-time supporter of youth development in sports around the world, this year has also seen Kia proudly expand its sponsorship portfolio to incorporate the Australian Open Ballkids squad – one of the most iconic elements of the tournament.
Entry to Kia’s Seltos Studios is free for anyone attending the Australian Open.
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