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Dubbed Walken Closet, the spot is a campaign centrepiece spotlighting the 2016 Optima as a vibrant alternative for an inspiring ride
Kia Motors America has appointed Hollywood’s Christopher Walken to lead its 2016 Super Bowl commercial. The Academy Award winner employs a stylish sock to demonstrate how the next generation Optima stands out in the midsize sedan segment filled with entries which look and drive the same.
While the push premieres on 3 February 2016, the television spot will air during the fourth quarter of the Big Game. Dubbed Walken Closet, it serves as the campaign’s centrepiece to spotlight the aforementioned variant as a vibrant alternative for those on the lookout for an inspiring ride.
“No one is cooler or as instantly recognisable as Christopher Walken and on advertising’s biggest stage, Kia is out to show that the world the all-new Optima delivers a level of refinement and sophistication unlike anything else in the midsize segment,” said Michael Sprague, Chief Operating Officer and EVP at Kia Motors America.
The fully integrated exercise developed by the automotive giant’s agency of record, David&Goliath, brings the said advertisement to life across multiple channels, breaking new ground in digital engagement. It is the first brand to utilise a new technology solution from Influential, a Mobile First influencer platform.
By tapping into IBM Watson’s Personality Insights API, the provider helped Kia to select and activate the most relevant social media influencers for the #AddPizzazz campaign. Influential has gone beyond assessing typical metrics like demographics and social reach.
It is now able to analyse unstructured data pulled from an influencer’s social media feeds. The technology has enabled the brand to identify influencers based on previously hard-to-measure metrics, like how they are perceived by their followers and how well their specific personality fits that of the brand.
In the weeks leading up to the Big Game, nearly 100 influencers received a pair of the Stance socks featured in the spot to share across their digital channels, touching on how they #AddPizzazz to their lives. The content was then pulled into Kia’s Tumblr page allowing people to find, connect, create, and share additional content.
Additionally, social media talent agency, Niche, and lifestyle apparel brand, Stance, also helped identify and engage select influencers. Meanwhile, consumers can download a pre-paid card test drive voucher via Kia’s website, which is redeemable after eligible users visit a Kia dealership and complete an Optima test drive.
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