KIA MOTORS RETURNS TO THE SUPER BOWL WITH “EPIC” SPOT AND NEW APPROACH TO CONSUMER ENGAGEMENT
Multi-faceted Campaign Introduces All-New 2011 Optima to More Than 100 Million People
- Up to five online gamers have the opportunity to win an all-new 2011 Optima by using clues integrated within TV, print and digital advertising and social media properties
- Largest new product launch in company history continues with Kia’s second consecutive Super Bowl appearance
IRVINE, Calif., January 25, 2011 /PRNewswire/ — Following the success of its Super Bowl advertising debut last year, Kia Motors America (KMA) is returning to the big game with a fully integrated and interactive marketing campaign incorporating TV, digital, print, social media and in-dealership components to introduce the all-new 2011 Optima midsize sedan. At the center of the initiative is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled “One Epic Ride,” and Kia will extend the campaign by giving away up to five Optimas through its “One Epic Contest,” which challenges consumers to solve a series of puzzles using clues provided in pre-Super Bowl and game day advertisements and social media postings.
“2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand’s momentum with the arrival of the all-new 2011 Optima,” said Michael Sprague, vice president, marketing & communications, KMA. “The first phase of the Optima launch promised that this vehicle is ‘not your average midsize sedan,’ and we knew we had to deliver something big for this year’s Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl.”
In addition to the spot and contest, Kia’s Super Bowl plan includes additional elements such as partnering with SocialVibe to create a Kia-branded social media game, providing consumers with a valuable test drive incentive and several homepage takeover ads following the game.
Optima Super Bowl Spot
In “One Epic Ride,” people across space and time — from a police officer and an international villain to aliens and an ancient chief — will go to great lengths to snatch the all-new Optima from the clutches of others and put themselves behind the wheel. The eye-catching Optima becomes an object of desire, and even Poseidon, the king of the sea, does his best to get his hands on the car.
Created by David&Goliath, “One Epic Ride” demonstrates the extreme measures people will go to get their hands on a midsize sedan that defies the conventions of the segment with a combination of striking design, exhilarating performance and outstanding value not found anywhere else in the category.
The all-new 2011 Optima advances Kia Motors’ design-led transformation with completely new and stunning design characteristics and its three new powertrains — including the brand’s first-ever turbo and hybrid engines (available in the coming months) in the U.S. — deliver a class leading combination of power¹ and fuel economy² while the sedan’s spacious cabin is outfitted with the latest technology features and luxury amenities.
“Last year we realized the tremendous impact Super Bowl advertising could have on our brand with more than 100 million people watching the game,” said Sprague. “This year we’ve expanded our thinking to go beyond simply delivering a memorable spot in an effort to extend the reach and scale of our efforts to promote the all-new Optima, which is like nothing else in the traditionally boring and mundane midsize segment.”
One Epic Contest
Beginning today, registration is open for Kia’s “One Epic Contest” (www.oneepiccontest.com), which invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple for an opportunity to win one of five all-new 2011 Optimas. In the days leading up to the Super Bowl, gamers must use their wits and discover clues hidden within various media channels, including 15-second TV spots, print ads and social media postings, to answer a series of four questions. A fifth question will be revealed the moment “One Epic Ride” airs during the Super Bowl on February 6, and the answer can be found within the spot.
Participants must correctly type the answer to each question at www.oneepiccontest.com. Upon answering all five questions correctly, a final challenging puzzle game will be revealed and the first five participants to solve the final puzzle before 11:59 p.m. ET on February 7 will win an all-new 2011 Kia Optima.
Exclusive Automotive Sponsor of Zynga’s “Big Game Tournament”
In addition to “One Epic Contest,” KMA has also partnered with SocialVibe to introduce the all-new Optima to over 200 million monthly social gamers as the exclusive automotive sponsor of Zynga’s “Big Game Tournament” for players across FarmVille, PetVille, Mafia Wars, and Café World. Available now, users are able to earn free game currency by participating in a virtual football game sponsored by the 2011 Optima with a team of characters from their favorite Zynga games. Players will be greeted throughout game-play with interactive Kia Optima content as well as the opportunity to share the engagement with their friends through Facebook or Twitter.
Test Drive the 2011 Optima and A Receive $25 Visa® Pre-paid Card
Consumers don’t have to play an online game to receive a benefit from Kia’s Super Bowl efforts. Beginning Friday, February 4, consumers can download a $25 Visa® pre-paid card test drive voucher at www.Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of the 2011 Optima.
In addition to the Super Bowl campaign, the all-new 2011 Optima is featured on a Times Square billboard and recently appeared in a made-for-cinema 60-second spot titled “Sweet Dreams.” A recent Insurance Institute for Highway Safety’s “Top Safety Pick” award winner, the Optima is also serving as the “Official Vehicle of the NBA” for the current basketball season. Consumers can experience the Optima’s blend of style and performance through the “Experience the New Standard” test drive program at select auto shows around the country. March 21 – 27, the Optima will be the featured vehicle during the Kia Classic LPGA golf tournament taking place at Industry Hills Golf Club at Pacific Palms in Industry Hills, Calif.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 730 dealers throughout the United States and serves as the “Official Automotive Partner of the NBA.” In 2010, KMA recorded its best-ever U.S. sales and 16th consecutive year of increased U.S. market share. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and new technologies.
¹ HP claim based on comparison of 2010 and available 2011 midsize sedans with standard 4-cylinder engine as of December 2010. Maximum horsepower for Optima 2.4L GDI engine is 200 hp @ 6,300 rpm; maximum horsepower for Super Ultra Low Emission Vehicle (SULEV) 2.4L GDI engine -- the only non-turbo engine available in CA, CT, ME, MD, MA, NJ, NM, NY, OR, PA, RI, VT and WA -- is 192 hp @ 6,300 rpm.
² MPG claim for LX manual transmission. EPA estimate for 2011 Kia Optima LX 2.4L GDI engine w/MT are 24 mpg/city and 35 mpg/hwy. Claim based on comparison as of December 2010 of 2010 and available 2011 EPA city/hwy mpg estimates for midsize sedans with I4, nonhybrid engines. Actual mileage may vary.