Kia Motors is tapping Spotify for a new Facebook campaign to promote its new Rio car by letting consumers create their own driving playlist and at the same time interact with the brand.
Kia is asking music enthusiasts to interact with the brand on Facebook by proposing top songs for the “Sing at the Top of Your Lungs” online playlist. Songs can be nominated through April 15 on the Kia Rio Facebook page and shared across social networks.
Since the submission period began on the Kia Rio Facebook page in February, more than 1,100 songs have been submitted for inclusion on the playlist on Spotify, with song selections totaling 15 hours of music and an average of 24 minutes of time spent per user listening to the playlist.
“What we want to do is we want to be a brand participant and not just a spectator,” said George Haynes, social and digital media manager at Kia Motors. “We want to give consumers the option of interacting with our brand and Spotify allows us to do that in an engaging way that is very similar to what Kia is all about: fun.”
Kia’s target audience skews slightly younger than the typical car buyer. So, targeting these consumers on a social media destination like Facebook makes sense. Having consumers create playlists and then listen to them is a smart way to get people to care and participate.
Ad position: web_incontent_pos1
More in Marketing
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu