Kia | Super Bowl Squares

This year, instead of buying costly Super Bowl media, long-time advertiser Kia tapped into a behavior already happening in living rooms across America — the game of Super Bowl squares, played by over 28 million people.

We created a live, mobile-first version of the game that turned spectators into players. Powered by real-time score updates, our experience mirrored the action on the field, updating the winning square at the end of each quarter.

While other brands fought for attention, we gave people a reason to look away from the broadcast — driving engagement, conversation, and participation in a totally unexpected way.

I was brought on to support development and production in close collaboration with our internal teams and partners. I also played a key role in leading the social and digital rollout, helping amplify the campaign well beyond game day.