The experience forms part of the brand’s Ready to Roll campaign and will launch this Friday (1 August) at the shopping centre, with the campaign running until 10 August. Agency Fusion will be working with Kia on the activation.
In Westfield’s main atrium, the brand will be displaying Soul vehicles as well as hosting a number of activities on an interactive stand. This will include a personal trainer, who will entice members of the public to work out by using an Xbox Kinetic games console, as well as a racing game with miniature versions of the Kia Soul.
Women will be able to have makeovers from experienced beauty specialists and a dedicated barbers will offer men the chance to trim or shave their facial hair.
Participants will be able to digitally design and graffiti a Kia Soul using an iPad which they will then be able to share on social media.
Kia will also be erecting a giant slide within the shopping centre, giving members of the public an alternative to the venue’s escalators.
The activity forms part of Kia’s summer events programme, which has involved the brand visiting a number of events including Summer of Sport in Exchange Square, London; More London in South Bank; Lovebox music festival in Victoria Park and The X Factor auditions at Wembley Arena.
As part of these events Kia has set the challenge to see how many people can fit into the Kia Soul vehicle, which will be filmed live and streamed onto big screens at each event. Giveaways will also be handed out including sunglasses with built-in bottle openers and fold away frisbees.
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