To capture interest in Kia, our solution was to start early. With an engaging, testosterone-filled, entertaining video, we leveraged big name celebrities with strong social extensions to generate and sustain interest in Kia long term.

Pre-Super Bowl, multiple teasers were activated for the first time ever in theaters nationwide and also seeded through social media, television, and online, building excitement prior to the game. This was extended into display and mobile homepage takeovers driving to Kia’s YouTube channel. Kia strategically took over game day on all screens with a: 60 spot during the 4th quarter, presence on The Voice immediately after, and mobile/online media encouraging social engagement. Days and weeks after, awareness, consideration and brand favourability soared while momentum was captured across all channels, including auto endemic sites, which drove consumers further down the purchase path. Everything worked in-sync to make the most of the typical Super Bowl commercial.

• #1 auto advertiser, #3 overall in USA Today/Facebook Ad Meter • #1 auto advertiser, #5 overall in Twitter Scrimmage• #1 overall in the Social Bowl• 70%+ household reach, 93% new visits to Kia.com • 9.3MM completed views on YouTube and 305,000 social mentions • 250% increase in paid search clicks/conversions on game day vs prior• 153% lift in consideration on Edmunds.com the day after Super Bowl • Best February sales with a 37% increase YOY; March was the first month Kia surpassed 50,000 sales.