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Kia Reaches for the Gold 'Ring'

4 Jun, 2002 By: Hive News


One good trek deserves another. Or at least that seems to be the philosophy behind a co-branded ad campaign New Line Home Entertainment struck with Kia to promote the Aug. 6 home video release of The Lord of the Rings: The Fellowship of the Ring.

Kia and the new Sorento SUV will be prominently featured in the video promotion, including the inside and outside packaging, in-store displays, on America Online and on the movie's official Web site (lordoftherings.net) .

In addition to the ad campaign, New Line will offer a national on-pack/online instant win game on early shipments of the movie, with a grand prize of a Sorento and a trip for two to New Zealand, where The Lord of the Rings was filmed.

The ads and promotional marketing program will be designed to build showroom traffic, offering a free disc by mail to consumers who test drive the new Kia Sorento or any Kia model between August and October.

"This promotion is going to extend our brand awareness and help introduce Kia to a whole new market segment of potential buyers," said Wally Anderson, Kia's VP of marketing. "We enjoyed great success with last year's Shrek promotion and anticipate the tie-in with The Lord of the Rings will help us expand that success."

The Sorento goes on sale this summer at more than 600 Kia retailers nationwide.

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