Kia Motors Returns to a Super Bowl with "Epic" Spot and New Approach to<br /> Consumer Engagement

Posted on 25. Jan, 2011 by in Kia Canada


Multi-faceted Campaign Introduces All-New 2011 Optima to More
Than 100 Million People

  • Up to 5 online gamers have a event to win an all-new 2011 Optima by regulating clues integrated within TV, imitation and digital promotion and amicable media properties
  • Largest new product launch in association story continues with Kia’s second uninterrupted Super Bowl appearance

IRVINE, Calif., Jan 25, 2011 – Following a success of a Super Bowl promotion entrance final year, Kia Motors America (KMA) is returning to a large diversion with a entirely integrated and interactive selling debate incorporating TV, digital, print, amicable media and in-dealership components to broach a all-new 2011 Optima midsize sedan. At a core of a beginning is a new 60-second mark that will atmosphere in a initial entertain of Super Bowl XLV patrician “One Epic Ride,” and Kia will extend a debate by giving divided adult to 5 Optimas by a “One Epic Contest,” that hurdles consumers to solve a array of puzzles regulating clues supposing in pre-Super Bowl and diversion day advertisements and amicable media postings.

“2010 was a ancestral year for Kia, including a best-ever U.S. sales and a initial Super Bowl commercial, and it was an easy preference to lapse to a diversion this year to build on a brand’s movement with a attainment of a all-new 2011 Optima,” pronounced Michael Sprague, clamp president, selling communications, KMA. “The initial proviso of a Optima launch betrothed that this automobile is ‘not your normal midsize sedan,’ and we knew we had to broach something large for this year’s Super Bowl to give this eye-catching automobile a courtesy it deserves, while during a same time generating fun and genuine interactions with consumers before, during and after a Super Bowl.”

In further to a mark and contest, Kia’s Super Bowl devise includes additional elements such as partnering with SocialVibe to emanate a Kia-branded amicable media game, providing consumers with a profitable exam expostulate inducement and several homepage takeover ads following a game.

Optima Super Bowl Spot

In “One Epic Ride,” people opposite space and time from a military officer and an general knave to aliens and an ancient arch will go to good lengths to waylay a all-new Optima from a clutches of others and put themselves behind a wheel. The eye-catching Optima becomes an intent of desire, and even Poseidon, a aristocrat of a sea, does his best to get his hands on a car.

Created by David Goliath, “One Epic Ride” demonstrates a impassioned measures people will go to get their hands on a midsize sedan that defies a conventions of a shred with a multiple of distinguished design, refreshing opening and superb value not found anywhere else in a category.

The all-new 2011 Optima advances Kia Motors’ design-led mutation with totally new and overwhelming pattern characteristics and a 3 new powertrains including a brand’s first-ever turbo and hybrid engines (available in a entrance months) in a U.S. broach a category heading multiple of power1 and fuel economy2 while a sedan’s atmospheric cabin is given with a latest record facilities and oppulance amenities.

“Last year we satisfied a extensive impact Super Bowl promotion could have on a code with some-more than 100 million people examination a game,” pronounced Sprague. “This year we’ve stretched a meditative to go over simply delivering a noted mark in an bid to extend a strech and scale of a efforts to foster a all-new Optima, that is like zero else in a traditionally tedious and paltry midsize segment.”

One Epic Contest

Beginning today, registration is open for Kia’s “One Epic Contest” (, that invites consumers to embark on their possess journey by an online grid-based hieroglyphic diversion set in an ancient church for an event to win one of 5 all-new 2011 Optimas. In a days heading adult to a Super Bowl, gamers contingency use their wits and learn clues dark within several media channels, including 15-second TV spots, imitation ads and amicable media postings, to answer a array of 4 questions. A fifth doubt will be suggested a impulse “One Epic Ride” front during a Super Bowl on Feb 6, and a answer can be found within a spot.

Participants contingency rightly form a answer to any doubt during Upon responding all 5 questions correctly, a final severe nonplus diversion will be suggested and a initial 5 participants to solve a final nonplus before 11:59 p.m. ET on Feb 7 will win an all-new 2011 Kia Optima.

Exclusive Automotive Sponsor of Zynga’s “Big Game Tournament”

In further to “One Epic Contest,” KMA has also partnered with SocialVibe to broach a all-new Optima to over 200 million monthly amicable gamers as a disdainful automotive unite of Zynga’s “Big Game Tournament” for players opposite FarmVille, PetVille, Mafia Wars, and Caf World. Available now, users are means to acquire giveaway diversion banking by participating in a practical football diversion sponsored by a 2011 Optima with a group of characters from their favorite Zynga games. Players will be greeted via game-play with interactive Kia Optima calm as good as a event to share a rendezvous with their friends by Facebook or Twitter.

Test Drive a 2011 Optima and A Receive $25 Visa Pre-paid Card

Consumers don’t have to play an online diversion to accept a advantage from Kia’s Super Bowl efforts. Beginning Friday, Feb 4, consumers can download a $25 Visa pre-paid label exam expostulate document during that is redeemable after authorised consumers revisit a Kia dealership and finish a exam expostulate of a 2011 Optima.

In further to a Super Bowl campaign, a all-new 2011 Optima is featured on a Times Square billboard and recently seemed in a made-for-cinema 60-second mark patrician “Sweet Dreams.” A new Insurance Institute for Highway Safety’s “Top Safety Pick” endowment winner, a Optima is also portion as a “Official Vehicle of a NBA” for a stream basketball season. Consumers can knowledge a Optima’s mix of character and opening by a “Experience a New Standard” exam expostulate module during name automobile shows around a country. Mar 21 – 27, a Optima will be a featured automobile during a Kia Classic LPGA golf contest holding place during Industry Hills Golf Club during Pacific Palms in Industry Hills, Calif.

About Kia Motors America

Kia Motors America (KMA) is a selling and placement arm of Kia Motors Corporation formed in Seoul, South Korea. KMA offers a finish line of vehicles by some-more than 730 dealers via a United States and serves as a “Official Automotive Partner of a NBA.” In 2010, KMA accessible a best-ever U.S. sales and 16th uninterrupted year of increasing U.S. marketplace share. Kia is staid to continue a movement and will continue to build a code by pattern innovation, quality, value, reserve facilities and new technologies.

Information about Kia Motors America and a full automobile choice is accessible during a Web site For media information, including photography, revisit

1 HP explain formed on comparison of 2010 and accessible 2011 midsize sedans with customary 4-cylinder engine as of Dec 2010. Maximum horsepower for Optima 2.4L GDI engine is 200 hp @ 6,300 rpm; limit horsepower for Super Ultra Low Emission Vehicle (SULEV) 2.4L GDI engine — a usually non-turbo engine accessible in CA, CT, ME, MD, MA, NJ, NM, NY, OR, PA, RI, VT and WA — is 192 hp @ 6,300 rpm.
2 MPG explain for LX primer transmission. EPA guess for 2011 Kia Optima LX 2.4L GDI engine w/MT are 24 mpg/city and 35 mpg/hwy. Claim formed on comparison as of Dec 2010 of 2010 and accessible 2011 EPA city/hwy mpg estimates for midsize sedans with I4, nonhybrid engines. Actual mileage might vary.

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