In conjunction with the launch of the Kia Soul, we created Soul Xpression, an integrated marketing program in which we designed and built our own custom car and also commissioned style leaders ranging from etnies to Huf to Original Penguin to render their own versions. The program included a 19-page in-book advertorial, microsite, grassroots marketing tour, social networking applications, Fashion Week launch and a high-profile New York event hosted by Kid Cudi.
