EvoApp and McKinney Crown Kia Winner of Social Bowl 2012

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DURHAM, N.C. -- Ad agency McKinney and business analytics provider EvoApp today declared Kia the winner of the Social Bowl 2012, an in-depth analysis of Super Bowl ads and their impact on brand performance for several months following the Super Bowl.

EvoApp, a Durham, NC-based creator of business intelligence applications, partnered with independent agency heavyweight McKinney to analyze social conversations around Super Bowl 2012. Using EvoApp’s real-time data analytics platform, the two companies conducted an in-depth analysis of all 35 non-media brands that not only advertised during the game but also leveraged social media to build a solid foundation for continued success. The goal was to understand the business impact of Super Bowl marketing investments.

Users can see results and score cards for each brand on the Social Bowl website, as well as follow the conversation on Twitter using #socialbowl.

The site provides score-cards based on three high-level variables: Social Momentum, Digital Interest, and Value of Social Engagement, compounded to create an overall composite score. All 35 brands that aired Super Bowl ads are then ranked in order of performance.

“Social Bowl is unique in its analysis of the ROI from Super Bowl ads and the surrounding social conversation” said Kip Frey, EvoApp President and CEO. “We have created a platform to quantify and measure the impact of these high-value investment decisions on each advertised brand, rather than simply hosting an ad-spot popularity contest.”

“Next year, we aim to collect and analyze more behavioral data in order to generate consumer insights for different product categories” said Joe Davy, EvoApp Founder and Chief Product Officer. “We will analyze this data based on the intent or primary ROI metric of each brand, allowing us to really quantify the business impact of these investment decisions.”

Social Bowl Methodology

EvoApp used its proprietary technology to track and analyze social metrics such as trending themes, sentiment, influence, and share of voice. The company then employed the EvoApp platform’s advanced analysis capabilities and custom metrics such as cumulative sentiment, media value and change in influence, to determine the impact of Super Bowl social conversation (over 30 million tweets, Facebook posts, forum and blog mentions) on three high-level variables: Social Momentum, Digital Interest, and the Value of Social Engagement. Together, these metrics enabled sound comparative measurements of business and digital traction for each Super Bowl brand.


Courtesy of SunHerald.

Kia Motors' "Kia Rio Windows Down" Playlist on Spotify Gains Momentum

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In an automotive first, Kia Motors America (KMA) and music-loving Facebook users are creating a one-of-a-kind online playlist, titled "Kia Rio Windows Down," through Spotify, the award-winning digital music service that embraces sharing music and hearing tracks instantly by hitting play on any music post or posting tracks on Facebook and Twitter.  Since the submission period began on the Kia Rio Facebook page in February, more than 1,100 songs have been submitted for inclusion on the playlist on Spotify, with song selections totaling 15 hours of music and an average of 24 minutes of time spent per user listening to the playlist, which provides an environment for users to listen, discover, and share the unique playlist with their friends.  To create the perfect playlist for a joyride in the all-new Kia Rio subcompact, songs from Spotify's library of more than 15 million tracks can be submitted for the playlist until April 15, and will remain on the Spotify platform indefinitely.

"From our 'Share Some Soul' ad featuring LMFAO's 'Party Rock Anthem' to Motley Crue belting out 'Kickstart My Heart' in last month's Super Bowl commercial, music plays an important role in Kia's marketing efforts and being the first in the auto industry to partner with Spotify continues that trend," said Michael Sprague, vice president, marketing & communications, KMA.  "Spotify is an innovative music service, and aligning with a new platform that embraces the sharing of music was a natural fit for Kia to extend our Rio launch.  Being the first to create a car-centric playlist on Spotify in the U.S. increases Kia's interaction with our target audiences that are passionate about music and social media."

About the Kia Rio 5-Door and Rio Sedan

Available in a sedan or hatchback configuration, the eco-friendly Rio and Rio 5-door offer three trims – LX, EX and SX – and are equipped with a 1.6-liter Gasoline Direct Injection (GDI) four-cylinder with the option of either a six-speed manual transmission (LX only) or efficient six-speed automatic. One of only two vehicles in the segment to offer a GDI engine, the 2012 Rio provides an inviting combination of power and fuel efficiency, achieving standard class-leading 138 horsepower while maintaining a standard class-leading fuel economy rating of 30/40 mpg (city/highway).

 

Courtesy of PR Newswire.

Kia Motors America Announces Kia Classic Winner to Receive New Range-topping Optima Limited

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The third annual Kia Classic, from March 19-25, is attracting a strong field of LPGA players who will compete for a $1.7 million purse with the winner taking home a first-place check for $255,000 and one of the first range-topping 2012 Optima Limited midsize sedans to roll off the production line at Kia's U.S. manufacturing plant in West Point, Georgia.

"Kia is one of the fastest growing auto brands in the U.S., and sports marketing initiatives such as our involvement with the LPGA have significantly raised awareness and consideration for the brand and our vehicles," said Michael Sprague, vice president, marketing & communications, KMA. "We are pleased to offer an enhanced prize package for the winner of this year's Kia Classic. The Optima Limited is Kia's most refined and premium product offering to date, and we are excited to showcase the vehicle to golf fans at the Kia Classic and reward some of the tour's best players for their outstanding performances."

In addition to the Kia Classic winner, Kia will honor the outstanding achievements of LPGA players this season by presenting the winners of the Kia Performance Award with an Optima Limited. The awards, which will be presented at the CME Group Titleholders event in November, include:

Kia Power Drive Awarded to the player with the longest average driving distance

Following strong event-attendance and TV-ratings growth in the tournament's second year, Kia signed on as the "Official Automaker of the LPGA." Kia also serves as the "Official Tournament Vehicle" of eight LPGA events.

New 2012 Optima Limited

Produced at Kia's U.S. manufacturing plant in West Point, Georgia[1], the new 2012 Optima Limited is motivated by a 2.0-liter turbo GDI engine delivering a class-leading 274 horsepower[2] and achieving 22/34 mpg[3] (city/hwy). Offered exclusively in Ebony Black, Snow White Pearl and Titanium Metallic exterior colors, the Optima Limited is equipped with sporty red front brake calipers and uniquely designed 18-inch chrome wheels. Other premium-level features include LED daytime running lights, chrome-accented rear spoiler and lower door sills. Interior appointments and amenities include rich wood trim, high-grade Nappa leather seats, a panoramic sunroof and an Infinity®[4] audio system.

Kia's Unprecedented Growth

Kia Motors is the one of the world's fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America's full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality[5] and the industry's highest brand loyalty ranking[6]. Kia's U.S.-based manufacturing facility in West Point, Georgia KMMG is responsible for the creation of more than 10,000 plant and supplier jobs and builds the company's two best-selling vehicles in the U.S. the Sorento CUV and Optima midsize sedan[7]. Kia's value and technology-laden 2012 model year lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, all-new Rio and Rio 5-door sub-compacts and Sedona minivan.

About the LPGA (Ladies Professional Golf Association)

The LPGA is the world's leading professional golf organization for women. Founded in 1950, the association celebrates a diverse and storied membership with more than 1,700 members representing 29 different countries. With a Vision to inspire, empower, educate and entertain by showcasing the very best of women's golf, LPGA Tour Professionals compete across the globe, while dedicated LPGA Teaching and Club Professionals (T&CP) directly impact the game through teaching, coaching and management. The LPGA Futures Tour serves as the official developmental tour of the LPGA, consistently producing a pipeline of talent ready for the world stage. The LPGA is headquartered in Daytona Beach, Florida. Follow the LPGA on its television home, Golf Channel, and on the web via: www.LPGA.com, www.facebook.com/lpga.official, www.twitter.com/lpga, and www.youtube.com/lpgavideo.

SOURCE: KIA