This year's Super Bowl is just around the corner and automakers are getting ready to spend millions of dollars to draw the attention of buyers. For a second year in a row, Kia will be present at the event with a full marketing campaign incorporating TV, digital, print and social media as well as in-dealership components, all focusing on the 2011 Optima midsize sedan.
The highlight of the campaign is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled �One Epic Ride�. According to the company, the ad shows people across space and time "from a police officer and an international villain to aliens and an ancient chief" trying to get their hands on the all-new Optima, which "becomes an object of desire even for Poseidon", the Greek god of the sea.
�2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand�s momentum with the arrival of the all-new 2011 Optima,� said Michael Sprague, vice president, marketing & communications, KMA. �The first phase of the Optima launch promised that this vehicle is �not your average midsize sedan,� and we knew we had to deliver something big for this year�s Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl.�The South Korean automaker said it will extend the campaign by giving away up to five new Optimas through its �One Epic Contest,� a game in which consumers will have to solve a series of puzzles using clues found in pre-Super Bowl and game day advertisements and social media postings.
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