The all-new 2011 Kia Optima has enjoyed quite a ride with prominent appearances on two of the biggest stages in sports—the Super Bowl and the 2011 NBA Sprite Slam Dunk Contest.
A 60-second television spot entitled “One Epic Ride” was aired during the Super Bowl on February 6. The spot features several characters such as a police officer, international villain, aliens and an ancient chief vying to get their hands on a 2011 Kia Optima as they travel across space and time.
Created by agency David&Goliath, “One Epic Ride” has been viewed approximately more than 2 million times online. The ad debuted on Kia.com on February 4 and increased search activity for Kia by 700 percent while Kia Optima consideration increased by 255 percent. Kia brand consideration jumped by 49 percent during the second quarter of the big game according to Edmunds.com’s real-time Super Bowl reporting data.
In addition to the TV spot, digital, print and social media activities helped the advertising campaign reach more than 106 million people across multiple media platforms. More than 30,000 contestants entered Kia’s “One Epic Contest” (oneepicontest.com), an online competition in which entrants vied for a chance to drive away with one of five brand new 2011 Optimas. In “One Epic Contest,” participants had to locate clues and solve puzzles through various media before, during and after the Super Bowl.
Fresh off its successful appearance during the big game, the Optima made somewhat of a surprise visit to the 2011 Sprite Slam Dunk Contest on February 19, part of NBA All-Star 2011 at the Staples Center in Los Angeles. Kia Motors is the Official Automotive Partner of the NBA and the Optima is the Official Vehicle of the NBA.
In his contest-winning final dunk, rookie sensation Blake Griffin of the L.A. Clippers leaped over a 2011 Kia Optima as then-teammate Baron Davis lofted him a pass through the vehicle’s sunroof. Griffin’s unique dunk instantly made its way across sports highlight reels and spread virally through online social networks.
The appearance at the Slam Dunk Contest also spawned a new television commercial featuring Blake Griffin flying over the 2011 Kia Optima. With Griffin soaring over the Optima in slow motion, text on the screen reads “Not your average dunk. Not your average midsize sedan.”
With recent high-profile sightings during the Super Bowl and Sprite Slam Dunk Contest, there is no question that awareness for the 2011 Optima has reached a whole new level. As a major component of Kia’s design-led transformation, there’s no telling where the Optima might show up next. Now that’s “The Power to Surprise.”
