- Kia is opting to not run any advertisements on the Super Bowl this yr and is as a substitute hoping to draw consumers’ attention via a mobile game that ties into the on-screen motion, per a press release.
- For Super Bowl Sunday (Feb. 9), Kia is introducing “Kia Squares,” its version of a preferred game wherein players select squares on a 10×10 grid, with rows and columns randomly assigned number values between 0-9. If the numbers correspond to the last digit of every team’s rating at the tip of every quarter, players shall be entered right into a random drawing to win one among 4 Kia vehicles.
- Kia’s activation is one among several going down this yr by brands trying to capture consumers’ attention through mobile initiatives slightly than through expensive Super Bowl ad buys. A 30-second spot during this yr’s broadcast reportedly cost greater than $7 million.
Kia is just one among a growing variety of perennial Super Bowl advertisers to opt out of buying a national presence throughout the big game to as a substitute invest their money in a second-screen promotion to capture viewers’ attention. Avocados from Mexico, Courtyard by Marriott, Twix and Tums are all running marketing campaigns during or across the game (but not inside it).
“Every yr, we’re a part of the Super Bowl conversation. This yr, we wanted fans to interact with our brand for greater than 60 seconds,” said Ben Purcell, chief creative officer at David&Goliath, the agency that created the campaign, in an announcement. “The Kia Squares game is the proper fusion of sports and technology.”
Kia’s effort began before the motion kicks off on the sphere, because the brand’s social channels have been directing audiences to a mobile-optimized site since Feb. 4. Once there, players may have the chance to decide on their spot on the grid represented by one among the 4 automobile models to be given away, for his or her probability to win that vehicle.
“This creative approach allows us to interact with fans of the game – and fans of the Kia brand – at multiple points throughout the broadcast,” said Russell Wager, vp of selling for Kia America, in an announcement. “Instead of being passive observers throughout the game, people can actively take part in the sweepstakes and interact with popular social media platforms – Instagram and TikTok.”
Auto manufacturers have a protracted history of using the second screen to hijack attention, or a minimum of attempt to, throughout the Super Bowl. In 2018, Mercedes-Benz unsuccessfully attempted to run a “Last Fan Standing” contest that asked at-home viewers to carry a finger on a picture of a Mercedes automobile. The one that held their finger on the image the longest would win. However, the trouble bumped into technical difficulties and never got off the bottom.
Undeterred, Volvo ran an identical promo the next yr, difficult smartphone and tablet owners to activate a mobile website and keep their eyes on a video of a automobile for so long as possible. The three individuals who kept their view the longest had the prospect to win a Care by Volvo subscription to the automaker’s S60 sedan. In 2022, the carmaker followed that effort with a counterprogramming campaign that featured 26 videos of young children explaining how electric vehicles worked.
Read the total article here
