Kia Motors’ Optima Ad Campaign Continues with Online Debut of Super Bowl Commercial and Reveal of Fourth Question in "One Epic Contest"


60-second Spot for the All-New 2011 Optima Featuring Aliens and
Poseidon is Available at and YouTube

  • New Kia Optima ad debuts before airing in the first quarter of the big game on February 6; behind-the-scenes content also available online
  • Chance to win one of five Optimas in Kia’s “One Epic Contest” continues with release of fourth question today at 3 p.m. ET

IRVINE, Calif., February 4, 2011 -Kia Motors America (KMA) unveiled its new 60-second Super Bowl commercial online today in advance of the spot’s television debut in the first quarter of Sunday’s big game. Titled “One Epic Ride,” the ad for the all-new 2011 Optima midsize sedan is the centerpiece of KMA’s largest marketing campaign to date, and is running exclusively at and The integrated and interactive marketing campaign, which includes a chance for consumers to win up to five new Optimas as part of Kia’s “One Epic Contest,” incorporates TV, digital, print, social media and in-dealership components.

“We crafted our Super Bowl advertising campaign to engage consumers before, during and after the game, and with anticipation building this week for our blockbuster spot featuring aliens and Poseidon we have posted it online for fans and curiosity seekers to get a sneak peek before Sunday,” said Michael Sprague, vice president, marketing communications, KMA. “More than 25,000 people have registered for a chance to win one of five new Optimas in our ‘One Epic Contest,’ and with the fifth question being revealed after ‘One Epic Ride’ airs during the Super Bowl on February 6 there are sure to be people studying the spot closely in advance of the game over the weekend.”

“One Epic Contest” Heating Up

“One Epic Contest” is an extension of the ad campaign giving fans the opportunity to win one of five all-new 2011 Optimas, and invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple. In the days1 leading up to the Super Bowl this week, gamers must use their wits and discover clues hidden within various media channels, including 15-second TV spots, print ads and social media postings, to answer the series of four questions. The fourth question in KMA’s “One Epic Contest” goes live at 3 p.m. ET today.

After registering, participants must correctly type the answer to questions at The fifth question will be released following the airing of Kia’s Super Bowl spot on Sunday. 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.

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 amp 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 later this year) in the U.S. deliver a class leading combination of power2 and fuel economy3 while the sedan’s spacious cabin is outfitted with the latest technology features and luxury amenities.

About Kia Motors America

Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 730 dealers throughout the United States and serves as the “Official Automotive Partner of the NBA.” In 2010, KMA recorded its best-ever U.S. sales and 16th consecutive year of increased U.S. market share. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and new technologies.

Information about Kia Motors America and its full vehicle line-up is available at its Web site For media information, including photography, visit

1 No clue or question will appear on Saturday, February 5, 2011.
2 Class claim based on comparison of 2010 and available 2011 midsize sedans with standard 4-cylinder engine as of December 2010. Max HP for non-turbo 2.4L GDI engine is 200 hp @ 6,300 rpm; max HP for Super Ultra Low Emission Vehicle (SULEV) 2.4L GDI engine — the only non-turbo engine available in CA, CT, ME, MD, MA, NJ, NM, NY, OR, PA, RI, VT and WA — is 192 hp @ 6,300 rpm. Max HP for 2.0L Turbo GDI engine is 274 hp @ 6,000 rpm. Turbo engine available only on EX Turbo and SX.
3 With LX manual transmission. MPG class claim based on comparison as of December 2010 of 2010 and available 2011 EPA city/hwy mpg estimates for midsize sedans with I4, nonhybrid engines. EPA estimates for 2011 Kia Optima LX 2.4L GDI engine w/MT are 24 mpg/city and 35 mpg/hwy; for LX 2.4L GDI engine with A/T, 24 mpg/city and 34 mpg/hwy; for 2.0L Turbo GDI engine 22 mpg/city and 34 mpg/hwy. Actual mileage may vary.

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