• by Tanya Gazdik , August 20, 2009

Kia Motors America has partnered with Scripps Networks Digital to extend the launch of the all-new 2010 Kia Forte compact sedan, which debuted last month.

The partnership includes the "What's Your Forte?" sweepstakes on FoodNetwork.com and DIYnetwork.com, rich media units with a custom recipe generator on FoodNetwork.com, sponsorship of FoodNetwork.com's Recipe of the Day widget, print ads and on-air spots.

Kia has done variations of sweepstakes and sponsorships in the past during the Borrego and Soul launches, says Dave Schoonover, KMA national manager, CRM and affiliate marketing. "They generally perform well, which is why we keep coming back to them," Schoonover tells Marketing Daily.

The FoodNetwork and DIYnetwork audience is a good fit for the value-conscious consumers that the new Forte is attracting, Schoonover says.

"From a performance standpoint, we look for good partners who can support more effective creative executions such as custom interactive pieces (like Pantry Genie) or video pre-rolls," he says. "We then look for properties which we think will stand out, and will match the mindset of our target audience. In this case, our audience is someone we call the 'practical pragmatist.' These are people who are thoughtful in their activities and look for quality in execution, but they prioritize value and are often capable, and therefore often tend to 'build instead of buy.'"

The "What's Your Forte?" sweepstakes that runs through Oct. 19 on FoodNework.com and DIYnetwork.com helps do-it-yourselfers pursue their passions with helpful tips and advice in a variety of categories, including cooking, home improvement and gardening. The first-place winner receives a $5,000 gift card, the second-place winner is awarded iRobot products, and weekly winners get $500 gift cards from Williams-Sonoma, Crate & Barrel, Lowe's or Home Depot. Print and on-air spots will drive awareness of the sweepstakes.

The Pantry Genie is an interactive rich media ad unit custom-created for the Kia campaign that will generate recipes for the user based on one of 12 typical pantry ingredients selected. Kia Motors also is sponsoring the FoodNetwork.com "Recipe of the Day" widget. The downloadable widget offers a new favorite chef and recipe from FoodNetwork.com every day.