The new partnership will enable consumers to read online or choose to download popular magazines containing the Kia Sorento ad which is optimized for the screen-size through Zinio.
Readers can activate and interact with enhanced features such as audio, video and live links. Kia Sorento digital magazine advertisements will run in the March and April 2010 issues of Car and Driver, Esquire, PC Magazine Digital Edition, PC World, Popular Science, SKI Magazine, SmartMoney, VIVmag and Yoga Journal, among many other titles, which are available on Zinio’s website and iPhone application.
"Teaming with digital-publishing pioneer Zinio, this innovative campaign furthers Sorento's tagline – 'a departure from the expected' – by exposing the Kia brand to a wide variety of readers across iconic magazine brands," said Michael Sprague, vice president of marketing, KMA. "ZPAN enables Kia Motors to convey Sorento's impressive attributes in a new digital format, generating consumer awareness in fresh, innovative and unexpected ways."
In addition to digital, other components of Kia Motors' integrated media buy include print, outdoor and television, which kicked-off during the Super Bowl.
"Historically, advertisers have loved what magazines provide: big, attractive, full-color ads with fixed placements," said Jeanniey Mullen, Global CMO, Zinio. "Zinio has created a way to reinvent the full-page spread, digitally and dynamically, with the introduction of ZPAN. Kia Motors' commitment to providing the most innovative reading experience made the company the perfect match for our launch."
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