Kia Introduces Epic Optima Spot for Super Bowl XLV

The North American division of Kia announced today it has prepared a new campaign for its 2011 Optima midsize sedan, which is centered around a new 60-second spot that will air in the first quarter of Super Bowl XLV. Dubbed “One Epic Ride,” the spot is accompanied by the “One Epic Contest,” which gives away up to five Optimas.

The contest challenges consumers to solve a series of puzzles using clues provided in pre-Super Bowl and game day advertisements and social media postings.

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.

“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 Michael Sprague, vice president, marketing & communications, KMA. “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.”

As for Kia’s “One Epic Contest,” registration is open at the following link. In the days leading up to the Super Bowl, gamers must 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.

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 the end of February 7 will win an all-new 2011 Kia Optima.