KIA MOTORS REVEALS FIRST QUESTION IN COMPANY’S INTERACTIVE SUPER BOWL ADVERTISING CAMPAIGN CONTEST
First of Five Questions Available Today as Part of Super Bowl Advertising Campaign to Introduce All-New 2011 Optima
- New questions and clues will appear daily leading up to the big game on February 6
- Up to five online gamers have the opportunity to win an all-new 2011 Optima by using clues integrated within TV, print and digital advertising and social media properties
IRVINE, Calif., February 1, 2011 – As part of Kia Motors America’s (KMA) largest marketing campaign to date, the brand is returning to the Super Bowl for the second year in a row with a new 60-second spot introducing the all-new 2011 Optima midsize sedan titled “One Epic Ride,” and its “One Epic Contest,” which gives consumers the opportunity to win one of five all-new 2011 Optimas. Beginning today at 3 p.m. ET, participants can view the first question and clue for the contest by logging onto www.oneepiccontest.com, with three additional questions and clues to appear each day1 leading up to the big game on Sunday, February 6.
The first question in KMA’s “One Epic Contest” asks players “What is the estimated MPG on the highway for the all-new Kia Optima Turbo?” 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 question and those that will follow this week.
“Following an extraordinary 2010, which included our first Super Bowl commercial, we knew we needed to return to the big game with an expanded campaign to match the magnitude of the head turning all-new Optima,” said Michael Sprague, vice president, marketing communications, KMA. “In addition to the ‘One Epic Ride’ commercial, we wanted to explore various ways to engage and interact with consumers, and ‘One Epic Contest’ offers the perfect platform to showcase the all-new Optima in a fun and challenging way.”
Kia’s “One Epic Contest” invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple for an opportunity to win one of five all-new 2011 Optimas. The 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.
Participants must correctly type the answer to each question at www.oneepiccontest.com. 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.
Airing during the first quarter of the big game and created by DavidGoliath, “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 in the coming months) 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.
Additional Super Bowl Program Elements
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.
Consumers don’t have to play an online game to receive a benefit from Kia’s Super Bowl efforts. Beginning Friday, February 4, consumers can download a $25 Visa pre-paid card test drive voucher at www.kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of the 2011 Optima.
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 www.kia.com. For media information, including photography, visit www.kiamedia.com.
1 No clue or question will appear on Saturday, February 5, 2011.
2 HP claim based on comparison of 2010 and available 2011 midsize sedans with standard 4-cylinder engine as of December 2010. Maximum horsepower for Optima 2.4L GDI engine is 200 hp @ 6,300 rpm; maximum horsepower 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.
3 MPG claim for LX manual transmission. EPA estimate for 2011 Kia Optima LX 2.4L GDI engine w/MT are 24 mpg/city and 35 mpg/hwy. 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. Actual mileage may vary.