It’s been more than a week since Blake Griffin’s iconic game-winning dunk over a car during the NBA’s All Star Weekend, and people are still talking about it. More importantly for Kia – the official sponsor of the NBA and the automaker of the car Griffin jumped over – is that the company continues to benefit from this genius branding move.
This year’s dunk contest drew a 4.4 national viewing rating, a 13 percent increase over last year’s total, meaning Kia saw a tremendous benefit just from the amount of eyes on this year’s contest. In just one week, the dunk had roughly four million views on YouTube. (more…)