InitiativeHyundai Kia, Kia Soul “A new way to roll”http://extranet.initiative.com/omma.nsf/
User Name: omma.kiasoul Password: Kiasoul1
Finalist Automotive
Initiative and Kia targeted
trend-setters to position its unknown Soul model through non-automotive activations, including music and Xbox. To make taste-makers feel in the know about the launch, Kia became the first automotive
advertiser on Pandora's and iMeem's moble music applications for the iPhone and Google Android. And the company sponsored a section on Flavorpill called "What is Innovation,"
highlighting art, music, film and technology. At launch, the Soul was the exclusive sponsor of E3 on Microsoft's Xbox, and was heavily featured through in-game ads in Guitar Hero, Scene-it and
others. The car also had a heavy presence on Facebook and a custom game for the iPhone. The results: The car outsold the competition, moving 16,000 units year-to-date.
Initiative: Labi Bemanian, Vice President, Group Account Director; Becky Krawczyk, Digital Supervisor; Brien Downie, Senior Digital Planner.