Marketing is all about being at the right place at the right time, as Kia was for the slam-dunk contest at the 2011 NBA All-Star Game in Los Angeles.
The Los Angeles Clippers’ Blake Griffin wowed the hometown crowd by leaping over an Optima before stuffing the ball through the hoop and then hanging from the rim. YouTube replays quickly surpassed seven figures.
But last week was clearly the wrong time to be clinging to the Clippers. Kia Motors America — as well as Mercedes-Benz dealers and CarMax — dropped its sponsorship of the team following racist remarks allegedly made by team owner Donald Sterling.