Kia Motors released a new commercial for TV. In Kia Motors’ Super Bowl ad, titled “One Epic Ride,” the all-new 2011 Optima becomes an object of desire and people across space and time, including Poseidon, will go to great lengths to snatch the midsize sedan from the clutches of others and put themselves behind the wheel.
IRVINE, Calif., 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 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.
The all-new 2011 Optima advances Kia Motors’ design-led transformation with completely new and stunning design characteristics and its three new powertrains including the brand’s first-ever turbo and hybrid engines (available in the coming months) in the U.S. deliver a class leading combination of power and fuel economy while the sedan’s spacious cabin is outfitted with the latest technology features and luxury amenities.
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.
Participants must correctly type the answer to each question at www.oneepiccontest.com. Upon answering all five questions correctly, a final challenging puzzle game will be revealed and the first five participants to solve the final puzzle before 11:59 p.m. ET on February 7 will win an all-new 2011 Kia Optima.
Exclusive Automotive Sponsor of Zynga’s “Big Game Tournament”
In addition to “One Epic Ride” KMA has also partnered with SocialVibe to introduce the all-new Optima to over 200 million monthly social gamers as the exclusive automotive sponsor of Zynga’s “Big Game Tournament” for players across FarmVille, PetVille, Mafia Wars, and Caf World. Available now, users are able to earn free game currency by participating in a virtual football game sponsored by the 2011 Optima with a team of characters from their favorite Zynga games. Players will be greeted throughout game-play with interactive Kia Optima content as well as the opportunity to share the engagement with their friends through Facebook or Twitter.