Kia Motors returns to the Super Bowl with “Epic” spot

(SEOUL) January 25, 2011 – 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 American 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.

“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.”

[source: KIA MOTORS]