(May 24, 2012) When Blake Griffin leaped over a Kia Optima to win the 2011 NBA Sprite Slam Dunk contest, footage of the dunk immediately went viral online and Kia Motors America captured the historic moment with a 30-second ad spot that began airing less than 72 hours later.

"Not Your Average Slam Dunk" on May 23 received the Bronze Effie award in the "Single Impact Engagement" category at the 2012 North American Effie Awards ceremony in New York.

The annual Effie Awards (short for effective) presented by Effie Worldwide, Inc., highlight the most effective marketing communications efforts in the U.S. each year.

In the midst of the largest new-vehicle launch in company history, Griffin's slam dunk over a Kia Optima generated more than five million YouTube views, garnered 385 media placements and increased consumer purchase consideration by more than 20 percent, all within 48 hours of the dunk. 

Following the multifaceted Optima launch efforts and iconic slam dunk, significant increases in consumer awareness and perception of the Kia brand have led to record sales of the Optima midsize sedan as April marked the fifth consecutive month that the Optima was Kia's best-selling vehicle.  The slam dunk also was the perfect catalyst for Kia, the Official Automotive Partner of the NBA, to connect with Blake Griffin, who is now a global ambassador for the Kia brand and is the only professional basketball player with a global marketing relationship with an automaker.

"The unprecedented stunt of having a basketball star dunk over the Optima not only electrified spectators and sports fans everywhere, but landed the Optima in the center of a social media conversation that grew exponentially from the moment the ball went through the hoop," said Michael Sprague, vice president, marketing & communications, KMA. 

"It is an honor to win the Bronze Effie for the slam dunk that broke all conventions and the ad spot that created lasting impressions of the Optima for sports fans and consumers alike."

In 2011, the Kia Soul marketing initiative earned the Gold Effie after taking home a Silver Effie in 2010.