KIA Launches ‘The Soul Collective’ Campaign

South-Korean automaker KIA announced the start of ‘The Soul Collective’, a nationwide program for the U.S. market as part of its marketing campaign aimed to promote the 2010 Kia Soul urban passenger vehicle. The company is aiming to reach the young segment of the market by partnering with young leaders from the music, film, design and gaming domain. Interactive events and test-drive opportunities will be part of a 10-city tour. In each city, the Soul Collective event will last for four days featuring renowned DJs, live music, video screenings and art installations. Based on the Kia Soul “a new way to roll” slogan, the aforementioned members will show exactly how they roll through their art and talents. However, the online campaign is where Kia is the most centered on. Tour updates, promotions and exclusive access to contests will be keeping you posted on Twitter, while Facebook and Myspace pages of Collective member artists will also detail information about the tour stops and free content. "Soul embodies Kia's current focus on innovation, safety and design and is a game-changer for the brand with the ability to gain the attention of youthful consumers," said Michael Sprague, KMA’s vice president of marketing, in a statement for the press. "Illustrating of all of the ideas and personalizable options behind the Soul, Kia Motors is mixing cultural innovators with younger audiences, not only through unique and interactive online methods, but in urban locations through a mix of modern music, art and cultural events," added Sprague. Below are the official tour dates of The Soul Collective campaign, which will run from August to October 2009: