Kia Motors America has crafted a multimedia deal with ESPN that draws on ESPN.com, uses an online sweepstakes, and employs the media company's offline assets to drive traffic to the interactive
elements. The campaign, to promote the Spectra5 hatchback, is an example of the multimedia "surround sound" campaigns that some industry experts expect to flourish as media becomes more fragmented.
Spending wasn't disclosed.
Read the whole story at ClickZ, April 13, 2005 »
