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Super Bowl Surprise: 2025 Kia Squares
- Kia opted for a cost-effective strategy with the 2025 Kia Squares sweepstakes, reaching 540,000+ consumers through social media rather than a Super Bowl commercial.
- The sweepstakes mirrored the classic squares game played at Super Bowl parties, offering Kia EV9 and other vehicles as prizes.
- Impressions, clicks, and registrations were key metrics used by Kia to measure the success of the Kia Squares promotion.
- Participants who opted-in received product information and were added to Kia's database for potential future engagement.
- Kia focused on engaging entrants for future communications rather than immediate sales incentives.
- The campaign attracted significant engagement, mainly from TikTok, with positive sentiment and high participation rates.
- The cost of the promotion and prize vehicles was significantly lower than a Super Bowl ad, yielding impressive results for Kia.
- While not planned as a regular strategy, Kia sees the value in such promotions for brand visibility and engagement.
- Kia also leverages sponsorships like the New Year's Eve ball drop in Times Square to drive website traffic and social media engagement.
- Winners of the Kia prize vehicles from the sweepstakes were from various cities across the United States.
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