- Kia is giving away four new vehicles as part of a Super Bowl promotion.
- Prizes range from a $28,090 K4 GT-Line Turbo to a $73,900 EV9 GT-Line.
- Kia Squares kicks off today and runs through February 9 at 5:30 p.m. ET.
Most automakers will be sitting on the sidelines on Super Bowl Sunday, but Kia is mixing things up and running a sweepstakes instead of a commercial. The contest will give four lucky winners a brand-new vehicle.
Known as Kia Squares, the contest is billed as a “game-within-a-game” that gives players a chance to win a new vehicle at the end of each quarter. Users are invited to pick a square, from a ten-by-ten grid, which is depicted by a vehicle. After making their selection, they submit their information in exchange for an entry into the contest.
More: Kia’s Best-Selling Vehicle In January Was A Sedan
After the entry period closes on February 9 at 5:30 p.m. ET, the squares will be randomly assigned numbers. The “last digit of the score at the end of each quarter will determine the winning square pool, from which a winner will be drawn.”
Available prizes include a $28,090 K4 GT-Line Turbo, a $33,090 K5 GT, and a $47,390 Sportage X-Pro SX Prestige AWD. There’s also a $52,600 Carnival Hybrid SX Prestige, a $52,900 EV6 GT-Line, and a $53,090 Sorento X-Pro. If you’re really lucky, you’ll walk away with either a $53,386 Telluride SX Prestige X-Pro or a $73,900 EV9 GT-Line.
While Kia is giving away up to $295,600 worth of vehicles, that’s a drop in the bucket compared to Super Bowl ads that can reportedly cost up to $8 million per spot. So even after factoring in social media ads promoting the contest, Kia’s likely saving a ton of money while still promoting their brand.
Kia America’s vice president of marketing, Russell Wager, said “Kia Squares offers football fans an interactive way to participate in the game and provides not only a fun way for fans to root for their favorite team but also a chance to win one of Kia’s award-winning vehicles.” He added, “This creative approach allows us to interact with fans of the game – and fans of the Kia brand – at multiple points during the broadcast.”
