Kia Super Bowl Ad Campaign Proves a Hit

The North American division of Kia (KMA) has apparently enjoyed a great deal of success with its new interactive Super Bowl advertising campaign, attracting more than 106 million people with TV, digital, print and social media activities. In addition to that, more than 150,000 online gamers have visited the "One Epic Contest" website, and more than 30,000 of them registered in the competition.

"With 'One Epic Contest' we challenged consumers to use their wits to locate clues and solve a series of puzzles before, during and after the Super Bowl for the chance to win one of five new Optimas and people responded in a big way," said Michael Sprague, vice president, marketing & communications, KMA.

"Engaging enthusiastic consumers was a cornerstone of our Super Bowl marketing strategy and it's clear with more than 30,000 gamers registered for 'One Epic Contest' and more than 450,000 views of the ad on YouTube, that this approach exceeded our expectations," added Sprague.

I addition to "One Epic Contest," KMA partnered with SocialVibe to introduce the 2011 Optima to more than 200 million monthly social gamers as the exclusive automotive sponsor of Zynga's "Big Game Tournament" for players across FarmVille, PetVille, Mafia Wars, and Cafe World.

Kia's virtual football game featuring Zynga characters yielded SocialVibe's highest ever average time-spent per user, with gamers spending 170 seconds interacting with the content. Kia's "Big Game" also set a new SocialVibe engagement record.

Users across Zynga can continue to earn free game currency by participating in the virtual football game sponsored by the 2011 Optima through March 3, 2011. To interact with the engagement via SocialVibe, enthusiasts are invited to visit "The Big Game Tournament."