This past weekend that just passed saw the NBA All Star Weekend. This event hosted by the NBA is full of product placements from companies such as Sprite and T Mobile. However this weekend the smartest move made was done by KIA car company. KIA is the official sponor of the NBA and showcased there brand new mid size sedan "The Kia Optima."
Blake Griffin, a NBA Superstar, participated in the NBA SLAM DUNK competition and it was at this event where you saw the best use of product placement for the year. When Blake Griffin entered the final round of the competition to win it, he went to the extreme to by performing a dunk that had never been done before. Blake Griffin jumped over the hood of a car as it was placed in the "paint area" underneath the hoop. The video below will show this amazing dunk.
This was not only a great move on KIA's part but they also helped out State Farm with its product placement. The banner around the beam of the backboard gave great exposure for the State Farm Logo as viewers saw these logos more than the replay of the dunk. In a statement to Darren Rovell, the Chief Marketing Operator for KIA Motors stated that they did not have to pay an additional fee for the car to appear at the event. The following morning the interest for the KIA Optima rose up to 20% according to edmunds.com . This was great way to garner buzz for a car that is trying to compete for a spot amongst other mid-size sedans.
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