To promote the Kia pro_cee'd GT and win over a young, male, digitally-advanced audience, LA Red Hamburg created GT Ride, a mobile racing game that allows players to build unique race tracks by moving their smartphones through the air. The axis sensor inside smartphones and tablets records the positioning data, which the app uses to calculate individual 3D tracks. Tracks can then be sent as challenges to Facebook friends, building up a community of like-minded players. The game can be played on smartphones, tablets, Facebook and the campaign site. As an incentive, early adopters were entered into a competition to win a real pro_cee'd GT.
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