Kia Launches New Web Talent Contest

Posted by at 8:42 pm on July 27, 2010

Are you the next big internet star? Kia Motors America (KMA) has announced the launch of Kia’s first-ever “Who’s Next?” talent contest in search of the next big Internet star. Starting today, users will be invited to show “how they roll” through creative and appealing videos themed around the Kia Soul urban passenger vehicle and its popular tagline “a new way to roll.” The contest will run through the end of September with the top two finalists flown to Los Angeles for the announcement of the grand prize winner, who will receive a $10,000 prize.

“The Kia Soul has attracted a new audience to the Kia brand and engaging these fans through the ‘Who’s Next?’ contest gives them the opportunity to have fun with the Soul’s playful personality,” said Michael Sprague, vice president, marketing & communications, KMA. “Social media is an important part of the marketing strategy for Soul and engaging passionate enthusiasts in this space creates additional opportunities to build buzz through a new, interactive experience.”

The top eight submissions will be chosen by three YouTube celebrity judges, including SMOSH, ShayCarl and Lisa Nova, which then will be entered into a three-round voting process and chosen by viewers. The “Who’s Next?” videos will incorporate Soul’s unique personality and features, including technology, style and popular music. All videos will be accessible through the Kia Soul YouTube channel and promoted directly by YouTube comedy duo SMOSH, ShayCarl, and Lisa Nova whose channels have more than 640 million video views combined and 2.62 million subscribers collectively. Judging will begin August 9 and fan voting will begin on August 20.

Soul is designed to stand out from the crowd with modern, unique styling aimed toward the young and young-at-heart and offers a unique combination of style, value and personalization options. An available Audio Upgrade Package includes speaker lights that can pulse to the beat of the music or add mood lighting to the interior cabin, enhancing the overall personal lounge feeling. The Soul+ offers funky black cloth seats with “glowing” Soul logo inserts while the Soul! trim comes with a distinctive sand-black interior with houndstooth-patterned inserts, and the Soul sport presents a bold red-black interior trim with red-trimmed cloth seats and metal-finish interior accents.

With three new vehicle introductions and several other key initiatives planned for 2010, Kia is aiming to continue its momentum and build the brand through design innovation, quality, value, safety features and with new technology such as UVO powered by Microsoft, an advanced hands-free in-car communication and entertainment system (expected to be available in select Kia models in the U.S. later this year).

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