Kia Soul
In 2009 the Kia Motors was launching the new Soul urban passenger vehicle. They decided that the best way to market it was on Facebook because the car was designed to appeal to the “social generation” or Gen Y. They hoped that Facebook would allow them to interact with their potential customers to create a familiarity between them and the new car. One way they did this was by creating a game called “Go Hamster Go!” The game used face tracking to make it more interactive. They also asked users “What is your favorite setting for your speakers?” The answer the user provided led them to information about the new speaker system in the cars. This advertising campaign was very successful. Awareness about the newly released car increased by thirteen points and fourteen percent of people said that their perception of the brand improved. The ads also led to the Facebook page having over 89,000 fans. The success of this campaign has led Kia to use a similar approach to market other new products.
