Kia is choosing not to run traditional advertisements during the Super Bowl, instead introducing 'Kia Squares,' a mobile game that engages viewers. Players select squares on a grid correlated to the game's score, entering for a chance to win one of four vehicles. This shift reflects a broader trend where brands prefer interactive mobile experiences over costly ad placements, which this year exceeded $7 million for a 30-second spot. Kia's strategy aims to enhance fan engagement and intertwine their brand with the Super Bowl experience more innovatively.
Kia's approach aims to foster deeper engagement by encouraging fans to participate in a mobile game, steering away from traditional advertising.
The Kia Squares game integrates sports with technology, offering fans a chance to win cars while enhancing their viewing experience during the Super Bowl.
Kia's strategy reflects a trend among brands to leverage mobile initiatives instead of spending heavily on Super Bowl commercials.
By directing audiences to a mobile site prior to the game, Kia is ensuring an interactive experience that lasts beyond a typical advertisement.
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