For more than 50 years, the Miami International Auto Show has been recognized as one of the largest and most prestigious in the nation. The 10-day event, attracting more than 650,000 attendees, is a celebrated venue for national product introductions showcasing more than a thousand new vehicles from over 40 manufacturers from around the world.
Motoring Miami for over 50 years
Recognized as one of the largest and most prestigious in the nation.
When the Auto Show came to us we knew we had two challenges: 1) the brand was well known but had lost its luster and 2) the show had become conventional and viewed as an event rather than an experience. We worked first on the brand – redeveloping its look and feel and creating a visual that was in line with the amazing vehicles that were on display. The makeover touched all aspects of the show from branding to advertising and online to social. The next step was to transition the show from an event to an experience with interactive on-premise displays and integrated social media and digital promotions in real time.
kabookaboo developed and activated the iPad kiosks throughout the show that were used in conjunction with a car giveaway. This approach augmented the lead generation by more than 400%, increasing it in excess of 15,000 entries.
As a first ever, kabookaboo conceived and launched the Selfie Car. Fans were asked to send selfies using #MiamiSelfieCar. kabookaboo collected all the pretty, handsome and fun snaps and then wrapped an entire car with them.
Participants were then asked to take a selfie of their selfie to win fun prizes and giveaways. As best as we can tell, this had never been done before and Miami Auto Show had the unique honor of showing off the first ever Selfie Car in the world.