In order to generate interest by young adults in H&H Kia, Bozell created a series of fun, viral videos that took place in various Kia vehicles and were intended to entertain the audience and get them to participate. We partnered with Big Party and Jeff Degan from the 94.1 morning show. We recorded them competing against each other in weekly challenges, set in the cars, and posted them on 94.1 and H&H’s Facebook pages. We then let the audience join the conversation by voting for which DJ they thought won each challenge and encouraged social sharing. In addition, the DJs test drove a new vehicles every week and talked about them on air.