Automakers with a vehicle
they want to sell to young people are at a lot of them. One is Kia,
which has been at the Moving Vans Tour -- I mean the Vans Warped Tour --
for a sixth year,
including this one, as "Official Vehicle."
At the
tour, which hits 39 U.S. cities, the brand gets both main stages (Kia
Soul Stage and Kia Forte Stage), has its Soul Lounge on site,
and its own show theme, "Rock and Roll. Punk and Soul." People can
escape the mosh pit if they have a Kia VIP pass to a branded riser above
the crowd.
In addition to having a
DJ, and fun stuff at its "lounge," it will have its own acoustic music.
For the first time, there's a photography element, "Share their Soul,"
where people who shoot photos get them posted on Kia's
Instagram site.
"Every year that we have done this
we have evolved our social elements to keep up with technology," says
Kathryn Cima, manager of events and promotions at Kia
Motors America. She tells Marketing Daily that the Instagram component
is paired with Facebook and Twitter elements. "It's much more evolved,
and there's a much higher level of digital
engagement."
She says that, as was the case last
year, Kia has the two vehicles posing near the stages. "They are woven
into the experience; we don't shove a message down
their throats. And [with experiences and music events at its lounge],
"we have almost become a destination."
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