"Following the success of its Super Bowl advertising debut last year, Kia Motors America 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," says PopSop. "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.’"As of yesterday, individuals could register for Kia’s One Epic Contest, "which invites consumers to embark on their own adventure through an online grid-based hieroglyphic game..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."
What has this marketing campaign accomplished? Individuals watch TV ads, play a Kia/Optima game, study Kia/Optima print ads, visit Kia/Optima social network sites, and watch the final Kia/Optima ad on Feb. 6? What has the auto manufacturer reinforced? Has it engaged young buyers, probably male? Will every participant run out and buy an Optima? No. Will they remember the name? Yes.
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