[dropcap]K[/dropcap]ia Motors will be showcasing the all-new Picanto at two London-based festivals this July – Lovebox and Wireless.
Kia will partner with Live Nation – a global entertainment company – to promote the youthful all-new Kia Picanto to the festival-goers as well as working alongside other companies through a variety of competitions, social media and DJ sets.
During the festival, Capital Radio and Kia will work alongside DJ and label head, Madame X to make Kia’s most stylish city car a huge part of the urban festival. The DJ will have her decks on the dashboard as she plays her set in a Picanto-themed roller disco. Not only this, but festival attendees will have the chance to win an all-new Picanto and take it home from the event.
For the duration of the festivals, Kia will take advantage of social media outlet, Snapchat. Nationwide, Snapchat-users can use a festival-themed lens sponsored by Kia, to capture a modified image of themselves and send to their friends. The Korean brand will also be partnering with Pretty 52 and LADbible. These online news outlets will use their social media channels to promote the festival through the picture and video sharing app, Instagram.
The global artists taking to the stage means every year these summer festivals attract loyal, young and vibrant audiences – a perfect place for the all-new Picanto, which is in keeping with these values. The most technologically advanced, stylish, refined and sportiest small car that Kia has ever produced – the all-new third-generation Picanto is already proving a huge hit with young customers. With the ‘GT- Line S’ grade featuring Apple CarPlay and Android Auto, music-lovers will appreciate the easy and direct streaming from phone to car stereo.
Wireless festival taking place in Finsbury Park from 7-9 July, plays hosts to some huge acts, featuring The Weeknd, Skepta, Zara Larsson and more. Lovebox, taking place in Victoria Park on 14 and 15 July, will have Jess Glynne, Jamie XX and Frank Ocean among its many headliners.
Kia also paired up with the official radio partner of Wireless festival – Capital Radio – in the weeks leading up to the festival which saw the radio station give away two pairs of festival tickets and £1,000 cash every week for five weeks, as well as hosting street activation in some of the UK’s major cities.
The deal was brokered on behalf of Kia by Havas Media.