Kia Hosts Tilt-Proof Challenge for Sponsorship of LEC
For the fifth consecutive year, Kia Europe is sponsoring the League of Legends EMEA European Championship (LEC). Celebrating the news with a new marketing campaign to also put new models in the spotlight, the first ad to announce the continuation of sponsorship placed a focus on the EV9 all-electric SUV. Not the first battery-electric vehicle (BEV) from the automaker, and certainly not the last, the BEV that put Kia on a new path was the Kia EV6. The first BEV with no gasoline predecessor in the lineup, Kia is using its latest video to showcase its sponsorship of LEV and highlight the performance of the Kia EV6 GT.
How does Kia do this? In the gaming world, the word “tilt” is used differently. Instead of referring to the angle a painting is hanging, “tilt” is used to describe a person getting upset or angry while playing a video game. In the world of League of Legends, getting tilted can make a player get greedy or play illogically, getting killed over and over again. Someone who is “tilt-proof” can keep their emotions in check and stay calm when the situation doesn’t go the way they’d expect. In the new ad, Kia takes four gamers and tests whether or not they’re “tilt-proof” by sitting in the front passenger seat of a Kia EV6 GT, operated by a professional stunt driver drove around a closed track.
The Kia EV6 GT is powered by a 77.4 kWh battery, connected to motors in the front and rear with all-wheel drive (AWD), and able to generate 576 horsepower and 545 lb-ft of torque. Definitely the top of the chain in the EV6 lineup, Kia’s Tilt-Proof Challenge set up a number of cameras and sensors scaled to measure gamers’ heart rates and track facial expressions for any signs of an increase in emotion, or “tilt”. In the two-minute video, featuring streamers @Werlyb, @Carmensandwich, @Broeki, and @Romainjacques, dynamic driving shots of the EV6 are matched by all of the games “tilting” with gasps, screams, and quickening heartbeats.
“This campaign was the perfect opportunity to bring two concepts together: tilt-proof, which relates to our League of Legends EMEA Championship partnership, and the EV6 GT, our 2023 World Performance Car…By challenging the participants to ride in an EV6 GT without ‘tilting,’ we got to showcase just how fun and dynamic the EV6 GT’s driving experience is. The fact that every single one of them ‘tilted’ proves what the EV6 GT is capable of – an exhilarating and dynamic driving performance.” – David Hilbert, Director Marketing at Kia Europe
At the end of the ad, each player emerges from their ride in the EV6 GT and look all but calm. Shaking and out of breath, it seems riding in the EV6 GT can be quite the experience. In 2022, I had the chance to test drive one of the less-powerful trims, but nonetheless felt the smooth transitions as I tested different drive modes and noticed how quickly the vehicle sped up. I also had a chance to sit in the front passenger seat during a ride-along in a closed track. This was the Kia EV6 First Edition , featuring a dual-motor all-wheel drive (AWD) setup with a 77.4 kWh battery that powered a 160kW front motor and a 270kW rear motor, able to accelerate from 0-62 mph in 3.5 seconds.
If four pro gamers can’t keep their cool during a ride-along in the EV6 GT, then who can? Test your nerves and see if you tilt when you test drive a Kia EV6 GT at Miami Lakes Automall.