Kia Motors is sure one major auto brand that talks to the younger generations when it comes to the evolution of the automaker. One of the first vehicles to get the attention of the youth was the Kia Soul hatchback. The next was the new sports car, the Kia Stinger, currently the automaker’s new icon. Just last week, Kia Motors surprised us with its sponsorship of the eSports European Championship for popular PC game, League of Legends. Actually trying to connect with the next generation of consumers instead of designing what they think we want (Chrysler Portal *cough cough), Kia has more plans to get the winning vote of Millennials and Generation Z.
The Great Unknowns Scholarship
With the Super Bowl only weeks away, every major consumer and automotive brand out there will be battling to get those highly sought-after commercial spots. To continue the trend of being for the youth, Kia Motors is putting aside the tried-and-true method of overpaying a well-known celebrity to endorse their brand. This year, it’s about the kids, the future of our country.
Launching what Kia Motors calls the “The Great Unknowns Scholarship,” it’s described as a means to “help young people in need get a foothold in higher education.” It’s not something revolutionary, using an ad seen by the thousands of people watching the Super Bowl is a great way for anyone to get their name out there, for nearly any cause. Last year, Hyundai ran an ad promoting nonprofit group, Hyundai Hope on Wheels, that distributes a small portion of proceeds from every Hyundai vehicle purchased to institutions fighting childhood cancer. Kia Motors, a corporate affiliate of the Hyundai Motor Group, is doing the same this year.
Ever hear of the South Korean girl group, BLACKPINK? Maybe not, but South Korean girl bands and K-Pop groups are really becoming increasingly popular. Ever since Korean star Psy and his popular Gangnam Style music video went viral, people have been looking over east for new music stars. BLACKPINK is one of those musical groups, currently revving up for their 2019 World Tour. Kia Motors has chosen to serve as their sponsor, hence the picture above with the group posing with a Kia Stinger.
The partnership with BLACKPINK is surprisingly the first in a series of collaborations Kia will be announcing with K-Pop superstars this year (2019). As the title sponsor of the group’s World Tour, Kia Motors will hold a series of experiential events throughout the duration of the tour, some of which will give local fans a chance to meet the K-Pop stars. The World Tour runs from January 2019 on a global scale, including seven cities in Asia.
League of Legends European Championship
Kia Motors is also sponsoring a well-known event amongst PC gamers. It’s the European Championship for League of Legends, a multiplayer online battle arena (MOBA) game for PC and Mac computers. Connecting with eSports and eSports fans on this level is a large win for the automaker. Video games have created a whole new community of people, and getting their attention will be a win for Kia.
Throughout 2019, Kia Motors will be creating digital content with a six video series media campaign to advertise the championship, as well as their involvement. A short promotional segment titled “Ready to Play” has already gone live. Popular faces from the League of Legends world, Romain Bigeard, Indiana ‘Froskurinn’ Black, Daniel ‘Drakos’ Drakos, Aaron ‘Medic’ Chamberlain, and Andrew ‘Vedius’ Day head out to attend the LEC in the Kia Stinger sports car.
Connecting with the next generation of the auto market should be the focus of all automakers going forward. Kia Motors already has a great start. Check out all the great vehicles Kia Motors has at Miami Lakes Kia.