LOS ANGELES, Jan. 21 (UPI) — Kia Motors USA said it would forgo some of the surprise factor in its Super Bowl ads this year, allowing U.S. audiences an initial viewing in movie theaters.
The Super Bowl is more than a football game. It is also a television event that has become the parade of parades, when it comes to advertising. Many company’s debut major ad campaigns on Super Bowl Sunday.
The surprise factor is part of the fun.
But Kia said it would begin running trailers of its Super Bowl ads in 18,000 movie theaters on Jan. 27, the Los Angeles Times reported Saturday.
Then, on Feb. 1, four days before the game, Kia said it would show the entire 60-second commercial, which is titled, “Drive the Dream,” at the same 18,000 theaters.
“We are trying to continue to push the envelope. Consumers at the movies will start tweeting about the ad, and that should help us build momentum and awareness,” said the company’s vice president for marketing Michael Sprague.
“Every year, the Super Bowl audience grows. And if we can tap 5 to 10 million people who see it early, there will still be 100 million people who haven’t seen it when it breaks during the Super Bowl. We are simply trying to create the buzz and get people talking,” he said.