Thursday, May 17th, 2012
Kia Motors America (KMA) will be kicking-off its marketing campaign for the Kia Soul?the company?s latest crossover vehicle.
It all starts on Friday with a theater product placement. A 60-second spot titled ?Soul, A new way to roll? will be running inside movie theaters serviced by National Cinemedia and Screenvision.
The ad, created by LA-based agency David & Goliath, will run until April 1. It will be followed by an aggressive print and television campaign, according to Tim Chaney?KMA director for marketing communications.
?We?re doing a buy across the major networks and cable, and it’s a nice balance of prime time and some late night,? Chaney asserted. ?Because we’re going after the younger demo, we’re doing quite a bit of cable.?
The Korean manufacturer has cable buys in Adult Swim, Discovery Channel, MTV, and Comedy Central. For branded entertainment, the Kia Soul will be part of the 2009 MTV Movie Awards festivities. KMA has also solidified the model?s position online with spots in various social media buys.
