Dive Transient:
- Kia is opting to not run any ads on the Tremendous Bowl this 12 months and is as a substitute hoping to draw shoppers’ consideration by way of a cell recreation that ties into the on-screen motion, per a press launch.
- For Tremendous Bowl Sunday (Feb. 9), Kia is introducing “Kia Squares,” its model of a well-liked recreation wherein gamers choose squares on a 10×10 grid, with rows and columns randomly assigned quantity values between 0-9. If the numbers correspond to the final digit of every staff’s rating on the finish of every quarter, gamers will likely be entered right into a random drawing to win one in all 4 Kia autos.
- Kia’s activation is one in all a number of going down this 12 months by manufacturers trying to seize shoppers’ consideration by means of cell initiatives moderately than by means of costly Tremendous Bowl advert buys. A 30-second spot throughout this 12 months’s broadcast reportedly value greater than $7 million.
Dive Perception:
Kia is only one of a rising variety of perennial Tremendous Bowl advertisers to decide out of buying a nationwide presence in the course of the large recreation to as a substitute make investments their cash in a second-screen promotion to seize viewers’ consideration. Avocados from Mexico, Courtyard by Marriott, Twix and Tums are all working advertising and marketing campaigns throughout or across the recreation (however not inside it).
“Yearly, we’re a part of the Tremendous Bowl dialog. This 12 months, we wished followers to interact with our model for greater than 60 seconds,” stated Ben Purcell, chief inventive officer at David&Goliath, the company that created the marketing campaign, in a press release. “The Kia Squares recreation is the proper fusion of sports activities and know-how.”
Kia’s effort started earlier than the motion kicks off on the sphere, because the model’s social channels have been directing audiences to a mobile-optimized web site since Feb. 4. As soon as there, gamers could have the chance to decide on their spot on the grid represented by one of many 4 automobile fashions to be given away, for his or her likelihood to win that car.
“This inventive strategy permits us to work together with followers of the sport – and followers of the Kia model – at a number of factors in the course of the broadcast,” stated Russell Wager, vp of promoting for Kia America, in a press release. “As an alternative of being passive observers in the course of the recreation, folks can actively take part within the sweepstakes and have interaction with well-liked social media platforms – Instagram and TikTok.”
Auto producers have a protracted historical past of utilizing the second display to hijack consideration, or at the very least attempt to, in the course of the Tremendous Bowl. In 2018, Mercedes-Benz unsuccessfully tried to run a “Final Fan Standing” contest that requested at-home viewers to carry a finger on a picture of a Mercedes automobile. The one that held their finger on the picture the longest would win. Nonetheless, the hassle bumped into technical difficulties and by no means bought off the bottom.
Undeterred, Volvo ran an identical promo the next 12 months, difficult smartphone and pill house owners to activate a cell web site and maintain their eyes on a video of a automobile for so long as doable. The three individuals who saved their view the longest had the prospect to win a Care by Volvo subscription to the automaker’s S60 sedan. In 2022, the carmaker adopted that effort with a counterprogramming marketing campaign that featured 26 movies of younger kids explaining how electrical autos labored.
