It’s pretty common the find an air freshener hanging above
the car rear view mirror. Many of us even have our own favorite scent from
Evergreen to Black Ice, but what about the “Distinct In-Game Musk?” of an NBA game? No? Not what you were thinking? To drive awareness and buzz, Kia is riding the basketball excitement of the season by partnering with the NBA to give customers and fans the full 5-sense NBA experience by delivering the 5th, often forgotten, sense: smell. Yep, together they created NBA team-scented air deodorizers that are being given
away at hundreds of KIA dealerships across the country.
Through a fun promotional video, the scent technicians of
the “Kia Scent Lab” show the process of how they carefully came up with the
scents of each team, from swabbing the armpits of players to squeezing out the
sweat of their jerseys to create a true, authentic smell. For a limited time, fans
can pick up their free NBA air freshener when they participate in a test drive
at one of the many Kia dealerships, but don’t worry, the scents won’t actually
smell like a large, sweaty basketball player! The scents are said to embody each
city’s and team’s personalities to give fans the true experience of being near
their favorite team while taking a drive in their car.
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