Kia's Superbowl Robo-Dog Saved 22,000 Lives This Year

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Kia America spent half a million dollars to help shelter animals find their forever homes.

Kia America has announced that it has helped 22,422 shelter animals find their forever homes as part of the automaker's yearlong partnership with The Petfinder Foundation. Kia launched the initiative in February 2022 as part of its Super Bowl ad, which starred "Robo Dog," an animated character that benefited from the vehicle-to-load charging function of the Kia EV6. At the time, Kia donated $500,000 to help cover adoption costs.

"Kia is dedicated to giving back and helping more than 22,000 shelter animals find new homes is proof that initiatives like this work and improve local communities, in this instance by easing the burden of overcrowding on local animal shelters nationwide," said Russel Wager, vice president of marketing at Kia America.

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Kia also developed its first series of NFTs to aid dogs, basing these on Robo Dog. It made 10,000 NFTs available for free and then released another 10,000 generative NFTs, of which 90% of all primary sales proceeds went to The Petfinder Foundation. These translated to an additional $100,000 in donations. If that wasn't enough, Kia added a 10% royalty to the NFTs' smart contracts, meaning that even sales on the secondary market will continue to benefit the foundation.

Kia's "Accelerate The Good" range of charitable initiatives has donated more than $14 million to numerous causes since 2019. Most recently, the brand announced a donation of $1 million to St. Jude Children's Research Hospital.

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"We are so honored to partner with Kia America. Their generous donation helped countless animals find loving and forever homes in 2022," said Toni Morgan, Executive Director of The Petfinder Foundation.

Kia has already posted record sales, and initiatives like this one will only help to broaden its footprint on American soil. The Korean brand was also recently involved in bringing the 2023 lights to Times Square, and after it topped the recent Residual Value Awards, Kia is sure to grow in the new year. With impressive vehicles, charitable initiatives, and impactful marketing, Kia is quickly becoming one of America's favorite auto manufacturers.

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