2008 LA Auto Show - Kia Connects Customers to the New Kia Soul Through an Interactive, Mobile Effort
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Kia Motors America Launches the Kia Soul Mobile Site Introducing the Kia Soul at the Los Angeles Auto Show
IRVINE, Calif. and NEW YORK, November 20, 2008: Kia Motors America (KMA), David&Goliath, Kia's agency of record, and Usablenet, a mobile Web partner for leading brands, today announced the launch of Kia Soul Mobile, to increase mobile interaction around the new Kia Soul. The Kia Soul Mobile microsite, designed by David&Goliath and powered by Usablenet, will be unveiled at the 2008 Los Angeles Auto Show, starting November 19 -- providing attendees with a way to interact with the Kia Soul while at the event.
Kia Soul Mobile is a free service accessible via any Web-enabled mobile device at KiaSoul.com in the mobile Web browser. Kia Soul Mobile provides customers access to the latest Kia Soul information and images, as well as access to the main KMA mobile site, also powered by Usablenet. Kia Soul Mobile will highlight artwork inspired by the Soul's unique design from 10 different artists, to be unveiled during the L.A. Auto Show. Customers will also be able to download the artwork, send it to friends and sign up for updates via the mobile microsite.
Through Kia Soul Mobile, customers can quickly interact with mobile content while at the L.A. Auto Show through QR (Quick Response) code technology. QR codes are two-dimensional barcodes or SMS keywords that direct users to a specific Web site or page related to a product. Mobile users can easily text keywords or scan barcodes, using a mobile camera and free QR reader software, to access different pages of the Kia Soul Mobile microsite. The QR codes can be found on printed Kia Soul postcards designed by David&Goliath's partner Saputo Design featuring the selected artists' unique artwork and the Kia Soul booth at the L.A. Auto Show.
"We're proud to offer our customers another way to interact directly and immediately at the L.A. Auto Show. The Kia Soul Mobile site gives instant access, and allows our customers to take the auto show experience with them," said David Schoonover, customer relationship marketing manager at KMA.
"In an effort to reach the tech-savvy Kia Soul audience and truly connect with them, mobile was the way to go," said Colin Jeffery, executive creative director, David&Goliath. "This interactive, pre-launch campaign during the L.A. Auto Show is a great way for customers to obtain information on the Soul where they want and when they want."
"With growing use of smart phones and mobile technology, Kia's use of mobile at the L.A. Auto Show comes at the perfect time," said Nick Taylor, president of Usablenet. "This means Kia customers have a direct way to connect with the Kia Soul as a product and brand, connecting its on-site presence with customers' mobile phones."