Posts Tagged ‘league of legends’
Over the years, Kia Corp has been going through some major changes, to the name, to the logo, and to the lineup. During this time, Kia has also found ways to connect with the youth, a smart choice for any company with a shifting demographic. The majority of consumers making up the auto market today are late Gen X consumers, Gen Y consumers (Millennials), and young Gen Z consumers. Those are the people automaker’s need to talk to, and not too long ago, it was clear some of them don’t know a single thing about Millennials – commonly confused with Gen Z. When it comes to the world of video and computer games, that speaks to gamers of all ages, and becoming the official sponsor of the League of Legends European Championship (LEC) has put Kia in the spotlight for the last four years.
“We are delighted to extend our partnership with the LEC, one of the world’s premier eSports leagues…As the LEC’s longest-running main partner, we look forward to deepening our engagement with global eSports fans in 2022, while introducing innovative experiences based on Kia’s brand belief that ‘movement inspires ideas.’” – Hyojung Jung, Kia’s Head of Marketing Communications Group
2022 makes it the fourth year-in-a-row that the Kia Corporation becomes the main automotive partner during the spring and summer LEC seasons in 2022. Held at the Berlin LEC Studio, the spring season lasts from January to April, where defending champions and top contenders will compete, followed by the summer season in July to September. Players will also get their own Kia Player of the Game segment online as a highlight of their skills.(more…)
Connecting with the community and the local youth can sometimes be a challenging aspect for an automaker. How does one connect without also trying to sell a product? The year of 2020 and the pandemic gave many automakers a chance to help their local communities and give back, getting involved and offering free vehicles for transportation of goods. Kia Motors is one of these automakers and is known for getting involved with the youth in the community most recently in the last few years. Always hosting or sponsoring some new function, Kia started the Great Unknown Scholarship in 2019 and started a donation initiative to fight homelessness. Kia is also known for getting involved with entertainment, such as sponsoring the 2019 European League of Legends (LoL) Championship Series and up and coming K-Pop band BLACPINK. As 2020 comes to a close, Kia Motors continues to get involved with the community and connect with a younger generation.
It’s a smart play, anyone in the business world knows this. As the years go by, a new demographic is going to be dominating the automotive market. Generation Y and Gen Z will eventually be the only consumers automakers will have to appeal to, so why not get involved with similar interests? As mentioned, since 2019, Kia has been sponsoring the LoL, and starting next year (2021), Kia has a multi-year naming sponsorship with DAMWON Gaming, the winner of the 2020 LoL World Championship. Playing under the name of DWG Kia going forward, the team will be getting new logos and uniforms along with many numerous marketing campaigns between DWG and the Kia brand for sweet exposure and possibly more sponsors.
Yes, we’re back again, talking a little about Kia Motors and their involvement with the League of Legends European Championship (LEC). The LEC needed a sponsor and Kia Motors saw a great opportunity to add another investment in eSports to their portfolio. That’s right, Kia Motors has also played their hand in eSports when they sponsored Counter Logic Gaming’s Rocket League team in the past, the 2018 FIFA World Cup, and the 2019 Australian Open. For the first time, the League of Legends European Championship Summer Finals 2019 is taking place in Athens, and with Kia Motors Corp sponsoring the event, they took the exposure to connect with millions of eSports fans.
We’ve discussed how Kia Motors is connecting with the younger generation in the past. The automaker used the Super Bowl to advertise their Great Unknowns Scholarship – instead of hiring another celebrity to drive one of their vehicles, they opted for a good cause instead. Recently, Kia Motors became the official sponsor of two very different from popular youth past times. One is their sponsorship of the K-Pop World Tour of BLACPINK. The other is their official sponsorship of the League of Legends European Championship (For Demacia!) Now, they’re connecting to those of us who find shopping online the easiest way to get what we need (or want) quickly. Consumers that drive an electric or plug-in hybrid Kia Motors model can now order a home charger and installation through Amazon (amzn.to/2TQnuf5).
Yes, recently Kia Motors America (KMA) announced its partnership with Amazon Home Services and their new program for Kia plug-in vehicle consumers. Like the regular service, instead of needing to call up a hotline or customer service and planning out the best time and date, consumers can click on the link above and will find a program with Amazon where technicians can install the electric vehicle charging stations at the customer’s house or office. Kia Motors says buying and installing the home charging station will be as easy as purchasing anything else on Amazon, possibly even through Alexa.
The Super Bowl recently concluded with the New England Patriots taking home the winnings. During this time of year, many product brands and services are able to put together a great commercial that will hopefully burn into the mind of every viewer so that their product and/or service will be remembered for the many months to come. Who still remembers, “WHASSSSUUUUUP?” Say it aloud, and we’re sure someone nearby will respond appropriately. Well, aside from humor, some brands are reaching out a bit more to the youth. One of these automotive brands is Kia Motors.
The Great Unknown
We actually discussed this advertisement by Kia Motors not too long ago, but not at length because it had yet to have its “official” debut. However, like many, Kia unleashed this ad online weeks before the Super Bowl aired. Kia Motors has actually been getting very involved with the youth lately, partnering with South Korean girl group, BLACKPINK, to sponsor their 2019 World Tour, and becoming the official sponsor of the League of Legends European World Championship.
That’s one catch phrase a PC gamer may be familiar with, especially if one of the games they play is the famous “League of Legends”. There was once a time where no one really saw a future in playing video games, much less cash-grabbing tournaments. Now, from all over the world, people put together teams and compete in League of Legends tournaments, making the game an official eSport. If the concept sounds silly, think again, because even Kia Motors is getting into eSports with a partnership with Riot Games, creator of the League of Legends PC game. The new League of Legends European Championship (LEC) needed a sponsor and Kia saw an opportunity to invest.
It’s a smart move. eSports appeal to millions, if not billions of youthful fans around the world. What better way to grab that market, the Millennials and soon generation Z, that grew up with video games and will be entering the auto market if not already? Then Kia Motors decides to not only garner interest in eSports, but decides to back one of the most popular competitive video gaming events out there, the League of Legends European Championship (LEC). That, ladies and gentlemen, is a power move.