“BORING!” Kia, the Australian Open and how not to engage fans
There are very few moments in sponsorship where fans give brands instant, unfiltered feedback, in real time, in front of a global audience.
At this year’s Australian Open men’s final, that feedback arrived in a single word, shouted from the stands.
“BORING.”
It landed midway through the sponsor address, cut through the ceremony, and triggered laughter across Rod Laver...
