Kia’s “Perfect Getaway” Campaign for Sorento Begins Airing on Yahoo Screen
Pierce Brosnan’s Super Bowl commercial showed the James Bond actor making “the perfect getaway,” although not the kind one might expect from the action star. Instead of escaping the clutches of a megalomaniacal supervillain in an Aston Martin, Brosnan’s “getaway” involved driving a Sorento SUV to a secluded cabin for a relaxing weekend.
Kia is keeping with that theme with their new “Getaway Guide” videos, which encourages viewers to take spontaneous weekend getaways (in a new Sorento, of course). The six-episode video series is airing now on Yahoo Screen.
“This is the first time Kia has partnered with Yahoo for custom video content and is an excellent opportunity to connect with action-adventure-minded consumers by showcasing the refined and capable 2016 Sorento,” said Tim Chaney, Kia Motors America vice president of marketing communications. “The effort expands upon Kia’s ’The Perfect Getaway’ campaign featuring the Sorento in a variety of situations that outdoor enthusiasts can appreciate.”
Kia will also be advertising the Sorento through Yahoo Splash Ads across many of Yahoo’s digital magazines, including Yahoo Food, Yahoo Travel, and Yahoo Health. Kia is looking to target consumers with an active lifestyle who might just be in the market for a crossover.
“We’re excited to debut Kia’s new video series on Yahoo Screen as we continue to bring more top quality, entertaining programs to our audience,” said Lisa Utzschneider, SVP of sales, Americas at Yahoo. “Kia is not only sharing fun content with viewers, but combining native, video and display advertising to connect with their audience across Yahoo and Tumblr in a powerful way.”