The South Korean brand is among a few automakers that will air 60-second spots during the biggest sporting event of the year.
Kia, one of the best performing brands in the American auto market last year, is going to increase its efforts in 2012, starting with an ad at next month's Super Bowl. To promote its Optima family sedan, they have recruited supermodel Adriana Lima, the band Motley Crue, and martial arts fighter Chuck Liddel. And just prior to its Superbowl broadcast, it will be screened in movie theaters. Although most of the spots during the show are just 30 seconds long, automakers prefer to air 60 second spots in order to attract more attention.
Toyota will even have a special broadcast at half time called (creatively) the "Toyota Half Time Report" and GM will sponsor the game streaming to mobile devices and PCs. All of the automakers will also utilize extensive use of social media platforms such as Twitter and Facebook in order to further increase their brand awareness.