LA Clippers star Blake Griffin‘s shameless product placement dunk over a KIA Optima at the NBA All-Star Game continues to be the talk of the sports media world. Former NBA dunk master Shawn Kemp was the latest basketball star to trash the dunk in the media.
“I’m a big Blake Griffin fan, but that dunk at the contest might’ve been the weakest dunk in the dunk contest that I’ve seen in a long time. I love the choir and all that stuff was great, but you at least gotta jump over the car though right? He swung over the car and landed on the hood of the car. I think he should at least be able to jump over the front of the car.”
But no matter how weak or shameless everyone found the dunk, there’s no denying one thing: it worked. CNBC’s Darren Rovell is reporting KIA has seen a huge upsurge in interest for its products since the Griffin’s dunk became the talk of the sports universe.
It’s not known how many cars Griffin’s jump actually helped sell, but Edmunds.com, an online resource for automotive information, says car buyers said they were 20 percent more likely to consider a Kia brand car on Sunday, the day after the dunk, compared to an average Sunday. They were twice as likely (104 percent) to consider buying an Optima, the specific model that Griffin dunked over.
So looks like it all worked out for Griffin. He won the dunk contest, despite the criticism he’s currently facing, and he probably just helped land himself a lucrative endorsement deal. Again, shameless, but not a bad day’s work.