Irvine-based Kia Motors America Inc. is partnering with DC Entertainment to promote the Burbank comic book company’s superhero-themed anti-hunger campaign, We Can Be Heroes.
Kia created eight custom, superhero-themed cars from DC Entertainment’s DC Comics brand.
Each member of DC’s comic group known as the Justice League—which includes Aquaman, Batman, Cyborg, Green Lantern, Superman, The Flash, Wonder Woman—has been matched to a Kia vehicle.
The vehicles will be unveiled over the next 10 months at major auto shows and comic-cons across the U.S., including Anaheim’s WonderCon in March.
Kia is showing support of the We Can Be Heroes campaign through customized license plates displayed on the individual vehicles and banner signage at event booths.
Two video screens embedded in the front seat headrests of each car on display has a video that tells fans that they can be heroes in the lives of those in need by supporting the campaign’s efforts to end hunger in Africa. The custom vehicles are being publicized through social media and other means.
Kia models receiving the superhero treatment include the Optima, Soul, Sorento, Sportage, Rio and Forte. The vehicles were customized by Corona-based West Coast Customs, Rides magazine, Super Street magazine and others.
Kia debuted the Batman-inspired Kia Optima to the public last month at the New York Comic-Con. Kia made its second stop at the 2012 Specialty Equipment Market Association’s customized vehicle trade show last month in Las Vegas, where it debuted four other vehicles.
Additional vehicles will be debuted in coming months, including an eighth, drivable model incorporating all seven characters. That vehicle will be auctioned off after being unveiled at the San Diego Comic-Con. Proceeds will go to the anti-hunger campaign.
Kia, a subsidiary of Seoul, Korea-based Hyundai Kia Automotive Group, has 257 OC employees. Its current marketing also is focused on ramifications of an Environmental Protection Agency rebuke regarding mileage claims for its vehicles (see story, page 3).
Storage Company Rebranding
Irvine-based marketing agency INK developed a rebranding strategy to help Ladera Ranch-based Strategic Storage Trust Inc. boost its market share in the self-storage industry.
Strategic Storage operates 87 SmartStop storage sites in the U.S. and Canada, including two in Orange County. INK designed in-store marketing materials, a website and a 30-second website commercial and YouTube video.
INK created the tagline, A Smarter Way to Store, used throughout the rebranding.
It also developed a free smart phone application to better help its customers keep track of storage items. The app works through labels, available at SmartStop locations, which customers encode with information about the contents of stored boxes.
Tourist App
Newport Beach-based nonprofit tourist marketing organization Visit Newport Beach Inc. released a smart phone app designed to provide information for travelers vacationing in Newport Beach.
The app was developed by Denver-based hospitality app developer VisitMobile.
It detects the app user’s current GPS location and provides a virtual guide for the user of nearby attractions, including hotels, shops and restaurants. The app also provides weather, local event information, and interactive map features that allow users to explore points of interest on the map to visualize different locations.
Social Strategies
Among recent promotions involving social media:
• Buena Park-based Knott’s Berry Farm asked fans to submit a memorable family photo taken at Knott’s to its Instagram profile by using the hashtag #KBFmemories.
• Irvine-based clothing retailer Tilly’s Inc. partnered with professional skateboarder Joey Pepper to showcase some of his favorite Instagram photos. Tilly’s promoted the photos through its website.
Steal a Taco
Irvine-based Taco Bell Corp. delivered on its Steal a Taco promotion—part of its sponsorship of Major League Baseball last season—by giving away one free Doritos Locos Taco per customer at participating Taco Bell locations, after San Francisco Giants’ outfielder Angel Pagan stole second base during the second game of the World Series.
