This year’s Super Bowl is just around the corner and automakers are getting ready to spend millions of dollars to draw the attention of buyers. For a second year in a row, Kia will be present at the event with a full marketing campaign incorporating TV, digital, print and social media as well as in-dealership components, all focusing on the 2011 Optima midsize sedan.
The highlight of the campaign is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled “One Epic Ride”. According to the company, the ad shows people across space and time “from a police officer and an international villain to aliens and an ancient chief” trying to get their hands on the all-new Optima, which “becomes an object of desire even for Poseidon”, the Greek god of the sea.
“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.”
The South Korean automaker said it will extend the campaign by giving away up to five new Optimas through its “One Epic Contest,” a game in which consumers will have to solve a series of puzzles using clues found in pre-Super Bowl and game day advertisements and social media postings.
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