The International car maker KIA motors has selected GGN’s Global Good Group as a web publisher to help promote their latest model, the 2012 Rio.
With a brand new technology platform, UVO, and celebrity endorsements such as Christina Milian the Rio is set to make a splash.
For this campaign a special scavenger hunt was made as a guerrilla marketing tactic which featured two groups of people competing on different challenges.
The groups needed to drive around in the Rio and use their technology such as their iPhone to scan QR codes and the Rio’s navigation to get to their destinations.
Ultimately the goal for this car was to appeal to a younger demographic including college students and young professionals, among others, to generate demand.
As a brand with a large youth following in the USA and Internationally, Global Good Group was a fit for this marketing program.
Discuss the new technologies in the KIA Rio such as Bluetooth, USB, and Satellite Navigation
Include a link to the UVO technology page describing the other next gen features in the Rio
Ensure other call to actions and links are included pointing towards Kia and the RIO info site
Write the sponsored content, have it approved and make final edits, then publish by a deadline
Review the promo video and write about each of the stops the teams make in the video
Mention Christina Milian, the celebrity endorser in the Zip and Dash to LA promo tape
Embed proper disclosure that the post was sponsored to follow FTC guidelines for endorsed material
Make sure all links are set to “no-follow” to receive credit from Google as a non spam link
Watch the official promo video for this campaign: “Kia Rio Zip and Dash to LA with Christina Milian”
View the official article on GGN’s featured web property Global Good Group:
|CORPORATE INFORMATION ON OUR SPONSOR ( WIKI ):|
“The Power to Surprise”
|Traded as||KRX: 000270|
|Founded||June 9, 1944|
|Headquarters||Seoul, South Korea|
|Key people||Hyoung-Keun (Hank) Lee,President|
|Revenue||US$ 37.90 billion (2011)|
|Operating income||US$ 3.07 billion (2011)|
|Net income||US$ 2.99 billion (2011)|
|Owner(s)||Hyundai Kia Automotive Group(33.99%)|
|Employees||42,000 (as of November 2009)|