Super Bowl Surprise: 2025 Kia Plaza

How Kia enters the game without participating in the game

Kia has an epiphany. Why spend $7 million, plus the production cost, 30-second Super Bowl ad, where unknown consumers will see the location and their interaction with the brand will be limited. Why not spend a small portion of the money, and over 540,000 spending great time on brands through social media?

2025 Kia Plaza lottery, its creative agent develops for Kia David & Goliathis a free game for five days before Super Bowl Lix (February 9, 2025). According to the classic square games that are usually played at Super Bowl parties, rule It’s easy to understand. Players will find 10 x 10 grid blocks on Kia’s mobile-friendly website. The numbers for each grid correspond to the last number at the end of each team in four quarters. The game deadline is 45 minutes before the kickoff.

All four winners entered a painting and won one of four Kia cars. The game was promoted on Instagram and Tiktok, and Kia dealers exploded it into their personal database.

Get more information about this promotion Cleaning Fleet Report Speaking with Megan Gillam, the marketing business and brand strategy of Kia director, and Brad Mays, who is director brand experience, he clarified why this promotion is so successful.

Cleaning Fleet Report: How does Kia measure the return on investment (ROI) of social media promotions like Kia Plaza?

whenever: We are considering three different ways of measuring. From a basic perspective, we are considering impressions. Through paid and organic media, we track impressions, so we have over 100 million impressions across all different channels. The second is clicking through a unique URL kiasquares.com. We were able to track how many people clicked from all media sources, with a total of 565,556 visitors and resulted in 241,838 people signing up for the draw.

CFR: Now that they have visited the website, what is the next step?

whenever: Those who choose to import can learn more about Kia. We added them to our database and entered the CRM (Customer Relationship Management) course. At this point, we haven’t gotten a deep dive into their names, email addresses and phone numbers.

CFR: Since you didn’t initially ask about their residence, this means that the database cannot be distributed to dealers in a specific city. What will Kia do next?

whenever: These names enter our handheld courses, where they have the opportunity to receive more information by agreeing to let the dealer reach out.

CFR: Are there incentives to drive them to a dealer and buy a car?

whenever: Kia hasn’t done many private offers or purchase incentives. The initial information they receive is product information. They will be one of the first to learn about new product launches and sales activities.

CFR: Kia is important in the sports and entertainment sponsorship aspects of California’s NBA, Kia Forum and Florida’s Kia Center. Could these manual shooters be invited to participate in Kia events at one of these venues?

whenever: The Kia Square Promotion is very simple, someone chose to participate in part of the competition and probably won one of four cars. Kia does not perform reward fulfillment at the manufacturer level, so it depends on the dealer.

CFR:What are the collections and lessons learned from the Kia Plaza promotion?

whenever: This sport is beyond our intentions. More than half of the impressions (74 million) come from Tiktok, and it’s not all super young people. This does show that they are still young, but Kia has a very young buyer base.

We also sponsored the USA Today Advertising List, which is the Super Bowl ad ranking where people can watch Super Bowl ads the week before the game. Even if we don’t have an ad running on Super Bowl, we’re able to view the Kia Square promotions in the ad before the game. Among those who previewed the promotion, we also received 88% positive reviews.

CFR: Can you discuss the cost of Kia Plaza?

whenever: The total cost of bonuses and promotions are a small part of participating in the Super Bowl from an advertising perspective. I can’t share our exact costs and ROI. I can say that this is a small part of what we spend on advertising and in return we get over 100 million impressions, 241,838 contestants and nearly 250,000 registered as handheld gunmen. This is a way to get into the game without participating in it.

CFR: Will there be more promotions like this?

whenever: This is a unique opportunity, so to speak, so to speak. We don’t want this to be something we do regularly, but to do it for five days (February 4-9 race entrance window) and cause that buzz and excitement at the cost, which is great. We’ve been doing Super Bowl ads for a while and Kia Square sounds like a great idea to stay present and stay visible in the cultural events we’re involved in.

CFR: Another major promotion in Kia each year is sponsoring the drop of the ball in Times Square on the eve of the New Year. After several years of completion, it must succeed. How do you measure it?

whenever: This is another one we can view impressions. We measure when people watch balls fall around midnight to see how many people are going to our website and socialize, which makes our engagement with people very obvious. We saw obvious spikes in the first 24 hours of the ball kia.com We can attribute it to all the eyes on Times Square and on the radio.

Note: The Kia Awards Cars are 2025 EV9, Sportage, Carnival and K5. The winner noted in the Kia Awards that the winners reside in these cities. EV9 GT Line – Candler, NC; Sportage X-Pro SX Prestige AWD – Clarksville, Tennessee; Carnival HEV SX Reputation – St. Louis, MO; and the K5 GT in Elmont, CA.

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story John Faulkner. Photos and graphics of Kia.

Surprise after the Super Bowl: 2025 Kia Squares first appeared in the Clean Fleet report.