Kia Soul Marketing Case Study

2. ★ In 2009, Kia launched a new soul ★ It is designed with social media generation ★ Kia is unrelated to generation Y ★ Toyota Scion is the biggest competitor ★ It must be above competitors ★

4. ★ Over 3 years .... fully integrated sports build ★ TV, printed matter, socializing, outdoor, digital, concert series, costume series, video games, internet drama, dance competition ★ penetration culture that blends into their audience Lifestyle ★ Realizing this by starting a conversation with them rather than advertising

6. Initial stage ★ Focus on music ★ Four versions of a scene with different music tracks in the second stage ★ Including fashion ★ New clothing brand "Hamstar" ★ They are driven by the third stage of hamstar.com ★ Inviting the audience ★ Playing on your Youtube ★ with your LMFOO is one of the most successful YouTube contests ever. Important ideas for promoting dialogue and participation

7. ★ Arouse the daily boredom of typical daily commuting ★ Show the road filled with hamster wheels

8. Initial stage ★ Focus on music ★ Four versions of a scene with different music tracks ★ In the second stage ★ Fashion is included ★ New label label "Hamstar" ★ Online viewer is at the hamstar.com 's It will be driven in 3 stages ★ Invite the audience Playing with Youtube ★ with your LMFOO is one of the most successful YouTube contests so far. Important ideas for promoting dialogue and participation

10. Early stage ★ Focus on music ★ Four versions of live stage including different music tracks of the second stage including fashion ★ New label 'Hamstar' ★ They are on stage 3 of hamstar.com I will be urged ★ Invite the audience with them Dancing to Youtube along with my LMFOO random play ★ "Create a music video challenge" Create important video challenges to promote dialogue and participation ___ ___ ___ 0 Ideas

11. ★ More than 130,000 soul cars were sold in the United States. ★ Seoul video youtube will be watching more than 11 mm ★ Get 2010 and 2011 Effie Awards with advertising effect ★ Nielsen's most effective car advertisement ★ 2009, 2010 ★ Kia Soul + 71% Earn market share of

12. ★ Increase consciousness by 13% ★ Kia's sales in the US aim for two consecutive double-digit growth ★ As of August 2011: ★ Record sales for the 12th consecutive month in the US ★ Sales of Kia is 39% increase

13. http://www.youtube.com/watch?v=Ex1J7e0Q-D8 http://www.youtube.com/watch?v=HQ-CDE_r_wg http://www.youtube.com/watch?v= jOHwjjhFTac http://www.youtube.com/watch?v=o0B5vuAYk94 http://allfacebook.com/how-kia-captured-coolness-on-facebook_b40531 http://vimeo.com/38053178 http: // www. somesso.com/uploads/case_study/document/4ece47d846fdb90f0f000005/Kia_CaseStudy.pdf http://hbr.org/2013/03/creative-that-c ​​rack-the-code / ar / 2 http: //www.brandchannel .com / home / post / 2012/09/10 / Kia-Hamster-2013-Soul-Video-Contest-091012.aspx http://adage.com/article/special-report-americas-hottest-brands/america- S-hottest-brands-kia-soul / 231167 / http://diffuser.fm/2013-kia-soul-in-my-mind-video-contest-3/References

Kia Motors America is accelerating the use of new marketing methods by some automakers. Kia Soul shuffle 's Grand Slam campaign created by David and Goliath will promote potential buyers and allow Kia to' promote consumers, give power and communicate. ' George Haynes said. In Kia Motor America. In this event you can have your own videos posted, including dancing on Kia's music favorite mascots, soul hamsters, Kia Soul's YouTube channel and Facebook channel to win prizes.

From advertisement of dating events, direct participation in consumer activities will lead a more favorable group, starting up a new Kia Picanto, hosting large street art / digital events in major cities, holding Kia Souls did. Before the marketing campaign begins. Our media strategy is designed to reach a wide range of targeted consumers, from traditional consumer lifestyle news to blogs and forums. Equally importantly, our team manages a powerful reseller program to drive local traffic to Kia's more than 150 dealer networks - this is a dealer network to support local planning and PR tools Includes continuous contact plan for the whole Simplify communication and provide guidance