• Jan 26, 2011
2011 Kia Optima is an object of desire across time and space – Click above for high-res image gallery

Kia had a strong 2010 and the Korean automaker hopes that momentum is continued right through 2011. No doubt, the all-new 2011 Kia Optima is one vehicle that will be a cornerstone for the brand if it is to keep up its recent success. No rusprise, then, that Kia is unveiling a new 60-second ad spot highlighting its midsize sedan during the first quarter of the Super Bowl.

Entitled "One Epic Ride," the commercial features the 2011 Optima as it "travels through time and space." The car becomes an object of desire for cops, aliens, an international villain and even the Greek god Poseidon.

Further pushing the Optima messaging to the masses is the One Epic Contest. In the days preceding the Super Bowl, Kia will reveal a series of clues by way of TV spots, print ads and social media posts. The clues will then be used to answer questions at the OneEpicContest.com website, and five lucky winners will walk away with a brand new 2011 Kia Optima of their very own. Check out the complete press release after the break.



[Source: Kia]
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KIA MOTORS RETURNS TO THE SUPER BOWL WITH "EPIC" SPOT AND
NEW APPROACH TO CONSUMER ENGAGEMENT

Multi-faceted Campaign Introduces All-New 2011 Optima to More Than 100 Million People

Up to five online gamers have the opportunity to win an all-new 2011 Optima by using clues integrated within TV, print and digital advertising and social media properties

Largest new product launch in company history continues with Kia's second consecutive Super Bowl appearance


IRVINE, Calif., January 25, 2011 - Following the success of its Super Bowl advertising debut last year, Kia Motors America (KMA) is returning to the big game with a fully integrated and interactive marketing campaign incorporating TV, digital, print, social media and in-dealership components to introduce the all-new 2011 Optima midsize sedan. At the center of the initiative is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled "One Epic Ride," and Kia will extend the campaign by giving away up to five Optimas through its "One Epic Contest," which challenges consumers to solve a series of puzzles using clues provided in pre-Super Bowl and game day advertisements and social media postings.

"2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand's momentum with the arrival of the all-new 2011 Optima," said Michael Sprague, vice president, marketing & communications, KMA. "The first phase of the Optima launch promised that this vehicle is 'not your average midsize sedan,' and we knew we had to deliver something big for this year's Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl."

In addition to the spot and contest, Kia's Super Bowl plan includes additional elements such as partnering with SocialVibe to create a Kia-branded social media game, providing consumers with a valuable test drive incentive and several homepage takeover ads following the game.

Optima Super Bowl Spot

In "One Epic Ride," people across space and time – from a police officer and an international villain to aliens and an ancient chief – will go to great lengths to snatch the all-new Optima from the clutches of others and put themselves behind the wheel. The eye-catching Optima becomes an object of desire, and even Poseidon, the king of the sea, does his best to get his hands on the car.

Created by David & Goliath, "One Epic Ride" demonstrates the extreme measures people will go to get their hands on a midsize sedan that defies the conventions of the segment with a combination of striking design, exhilarating performance and outstanding value not found anywhere else in the category.

The all-new 2011 Optima advances Kia Motors' design-led transformation with completely new and stunning design characteristics and its three new powertrains – including the brand's first-ever turbo and hybrid engines (available in the coming months) in the U.S. – deliver a class leading combination of power1 and fuel economy2 while the sedan's spacious cabin is outfitted with the latest technology features and luxury amenities.

"Last year we realized the tremendous impact Super Bowl advertising could have on our brand with more than 100 million people watching the game," said Sprague. "This year we've expanded our thinking to go beyond simply delivering a memorable spot in an effort to extend the reach and scale of our efforts to promote the all-new Optima, which is like nothing else in the traditionally boring and mundane midsize segment."

One Epic Contest

Beginning today, registration is open for Kia's "One Epic Contest" (www.oneepiccontest.com), which invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple for an opportunity to win one of five all-new 2011 Optimas. In the days leading up to the Super Bowl, gamers must use their wits and discover clues hidden within various media channels, including 15-second TV spots, print ads and social media postings, to answer a series of four questions. A fifth question will be revealed the moment "One Epic Ride" airs during the Super Bowl on February 6, and the answer can be found within the spot.

Participants must correctly type the answer to each question at www.oneepiccontest.com. Upon answering all five questions correctly, a final challenging puzzle game will be revealed and the first five participants to solve the final puzzle before 11:59 p.m. ET on February 7 will win an all-new 2011 Kia Optima.

Exclusive Automotive Sponsor of Zynga's "Big Game Tournament"

In addition to "One Epic Contest," KMA has also partnered with SocialVibe to introduce the all-new Optima to over 200 million monthly social gamers as the exclusive automotive sponsor of Zynga's "Big Game Tournament" for players across FarmVille, PetVille, Mafia Wars, and Café World. Available now, users are able to earn free game currency by participating in a virtual football game sponsored by the 2011 Optima with a team of characters from their favorite Zynga games. Players will be greeted throughout game-play with interactive Kia Optima content as well as the opportunity to share the engagement with their friends through Facebook or Twitter.

Test Drive the 2011 Optima and A Receive $25 Visa® Pre-paid Card

Consumers don't have to play an online game to receive a benefit from Kia's Super Bowl efforts. Beginning Friday, February 4, consumers can download a $25 Visa® pre-paid card test drive voucher at www.Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of the 2011 Optima.

In addition to the Super Bowl campaign, the all-new 2011 Optima is featured on a Times Square billboard and recently appeared in a made-for-cinema 60-second spot titled "Sweet Dreams." A recent Insurance Institute for Highway Safety's "Top Safety Pick" award winner, the Optima is also serving as the "Official Vehicle of the NBA" for the current basketball season. Consumers can experience the Optima's blend of style and performance through the "Experience the New Standard" test drive program at select auto shows around the country. March 21 - 27, the Optima will be the featured vehicle during the Kia Classic LPGA golf tournament taking place at Industry Hills Golf Club at Pacific Palms in Industry Hills, Calif.


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  • 25 Comments
      • 3 Years Ago
      IMHO,..it looks like a mid 90's Toyota.....
        • 3 Years Ago
        You must had bad eye sight since then.I advice you to wear contact
        lens from now on then you should be surprised to see that the car is
        just incomparable.
        • 3 Years Ago
        rofl I was gonna say... "what? where did you get your mid 90's toyotas!"

        But yeah, the difference between the old and new optima is probably the most significant I've ever seen.
        • 3 Years Ago
        My bad,...was looking at the red one above comments...rflol!

        The one in the ad looks pretty good!
      • 3 Years Ago
      careful, Kia driver - those look like the aliens that boosted those guys' Bridgestones...
      • 3 Years Ago
      I sat in and looked at a 2011 Optima at the NAIAS, it looked an awful lot like a Ford Fusion to me.
        • 3 Years Ago
        Aside from having a completely diff. greenhouse and rear, the only real thing the Fusion has in common w/ the Optima are the headlights (which are also shared by the Accord coupe and Lexus RX).

        Good thing the Optima takes its headlights from the Kia Kue concept which dates back 2007.

        • 3 Years Ago
        K7
        I am sorry, I did not mean awful as in bad, I meant it looked a lot like the fusion to me. I think the 2011 optima looks nice, and the inside is nice, I just thought is looked a lot like the fusion. If you add a three bar grill to the front instead of the tiger-nose grill (I guess that is what it is called) they would be very similar looking.
      • 3 Years Ago
      BD2
      I find the whole car very similar to the fusion myself, with the front end and sides being most like the fusion and the rear end the least.
      • 3 Years Ago
      Very pale Mexicans.
      • 3 Years Ago
      All you lusting over it. Go to their web site. That "available" turbo? Auto transmission only.

      FAIL.
      • 3 Years Ago
      It's probably because I've been drinking way too much coffee today, but in the second pic in the gallery, is the new Optima fortelling the end of the world for the Mayans?

      Yeah....too much coffee....
      • 3 Years Ago
      @futurama I agree.The car might be simple but it's not just simple.Attractive!
      @MondayMorning Not only Kia's product improved much but I think Kia's good,smart,interesting ads boost the sales of Kia making best sellers like Sorento,Soul.
        • 3 Years Ago
        Optima is just another best seller and another great commercial from Kia.
      • 3 Years Ago
      Aah Ha Ha! Kia's should be banned from the US market. Unnecessary competition. Lame.
      • 3 Years Ago
      Kia and Hyundai are becoming my favorites lately in terms of design... Ford and Chevy right behind.

      The new Optima and Sonata look stunning.
        • 3 Years Ago
        I'd say Aliens and this new Optima fit. Looks like Aliens designed it.
      • 3 Years Ago
      That is the best looking mid-size sedan in US!
        • 3 Years Ago
        Agreed! It keeps looking better and better!


        Agh I'm lusting over a Kia!!
        • 3 Years Ago
        I can't wait to see this spot. Last year's Superbowl Sorento ad was a good one
        • 3 Years Ago
        I dont know; best is hard to actually appreciate, It looks great but is it really better then the hyundai sonata? It is newer but is it better looking....
      • 3 Years Ago
      I love the styling of the car, not those space wheels though.
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