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One of the funkiest kids’ shows on TV and Korean automaker Kia are hitting the road for a cross-country tour. Nickelodeon’s “Yo Gabba Gabba” is pairing up once again with Kia (the first time being the Super Bowl commercial collaboration that aired this year). The ad featured Yo Gabba Gabba character Muno and an assortment of toys taking a Kia Sorento out for a joy ride.
Kia is the main sponsor of Yo Gabba Gabba’s 60-city live performance tour. The idea behind the pairing is that the two brands cross-pollinate each other: fans (and their parents) of “Yo Gabba Gabba” will get exposed to the Kia line of cars, while Kia drivers and prospective buyers will be exposed to the show.
So far, the ads have proven to be a great success for Kia. “I had someone tell me – who had just gone to buy a Kia, a Sorento, believe it or not – that people are going into the Kia dealership and asking for the car that Muno drives,” said Michael Polis, CEO of Wildbrain Entertainment and executive producer of “Yo Gabba Gabba.”
For the spot dedicated to the new Sorento SUV, Kia decided to work with Yo Gabba Gabba for their first Super Bowl ad in order to make a big splash, said Michael Sprague, vice president of marketing for Kia.
The tour starts on August 27 and runs through December 12. Appearing on stage will be DJ Lance, Muno, Brobee and the rest of the Gabba gang, as well as rapper Biz Markie.
[Source: Orange County Register]
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Kia has just launched the above commercial to drum up interest in its first-ever SuperBowl ad set for this Sunday. The bizare campaign features several strange life-sized children’s toys, that look like they’ve been plucked from an internet meme.
At least one of them is a “real” character – monster Muno from the Nickelodeon show Yo Gabba Gabba. There’s even a sock monkey. Heck, we half expect to see pedo bear.. but that’s really not a marketing move anyone wants to make.
As for the robot character, there’s a chance you’ve seen it before, as Kia paraded it around the Detroit Auto Show a few weeks ago. Now Kia didn’t officially say the robot belonged to them, but among the journalists present it was probably talked about more than any car at the show.
Presumably the SuperBowl ad will help promote the all-new 2011 Kia Sorento. We’ll be sure to be watching in the 3rd quarter to see the ad and what Kia’s crazy characters are up to.