Yes, the Super Bowl is the advertising competition of the year, a showy spectacle with massive reach (123 million) and a tsunami of media freebies. But this year, many car brands decided to try something else. David & Goliath are taking Kia away from. Traditional advertising and into the heart of where audiences engage most – their mobile screens.
Kia is launching an epic new sweepstakes, Kia Squares, during US football’s biggest day of the year to keep fans on the edge of their seats, and eyes glued to their screens even when the game isn’t on. Kia Squares is a mobile game that lets fans play for a chance to win one of four incredible Kia vehicles. The unique game invites fans to become active participants in the action, adding a thrilling layer of competition and fun – including the chance to be entered in a draw to win a shiny new car every quarter, and explore each car as they select their squares.
Before the game, Kia’s Instagram and TikTok are directing audiences to a second-screen mobile experience at kiasquares.com where players can choose a square on the game grid. Each square is randomly assigned numbers 0-9 after entries close, and the last digit of each team’s score at the end of each quarter will determine the winning square. But here’s the twist: anyone who selects the winning square will be entered into a random draw for a chance to win one of four highly coveted Kia vehicles.
The grid opened 12:00 am EST on February 4 and will close at 5:30 pm EST on February 9. For details and to play visit kiasquares.com.
“Every year, we’re part of the Super Bowl conversation. This year, we wanted fans to engage with our brand for more than 60 seconds. The Kia Squares game is the perfect fusion of sports, and technology. It’s a game that takes the traditional ‘Squares’ concept and gives it a modern, interactive twist,” stated Ben Purcell, chief creative officer, David&Goliath. “In our version of squares, you win more than bragging rights. You could win a brand-new car.”
“In a world where attention is the ultimate currency, Kia and David&Goliath are redefining how brands engage audiences during big cultural moments,” added Avi Pinchevsky, executive creative director at David&Goliath. “By creating an immersive second-screen experience, we’re not just riding the wave of the moment—we’re sparking conversations, and expanding reach in ways that feel both organic and unforgettable.”
Kia is offering up some of its most exciting models as prizes, including the highly anticipated Kia EV9 GT-Line, the rugged Telluride X-Pro, the electrifying EV6 GT-Line, and the dynamic K5 GT, with even more models up for grabs.
Credits
Agency: DAVID&GOLIATH
David Angelo: Founder & Creative Chairman
Ben Purcell: Chief Creative Officer Brendan Robertson Chief Strategy Officer
Avital Pinchevsky: Executive Creative Director
Tiffany Smith, Rick Standley & Mike Czako: Group Creative Directors
John O’Hea: Head of Automotive Art
Erick Monero & Diego Wortmann: Associate Creative Directors
Michael Molinaro: ECD Design Director
Gabi Levi: Group Strategy Director
Kelly Slater: Strategy Director
Chase Culver Jr: Strategist
Craig Stauber: Data & Analyst Director
Jeff Cannata: Group Communications Strategy Director
Amy Wu: Sr Communications Strategist
Peter Bassett: Managing Director, Integrated Production
Julia Lam Digital: Producer
Casey Edelman: Integrated Producer
Quynh-An Phan: Director of Business Affairs
Kristina Van: Associate Business Affairs Manager
Jermelia Holling Associate: Traffic Director
Allison Draskovich: Managing Director
Jamie Friedman: Group Account Director
Barbara Lopez & Eric Torres: Account Executives
Mark McNaul: Senior Product Information Manager
Travis Ray: Senior Product Information Manager
Amy Chiang: Chief of Integration
Jon Cindric: Associate Director, Project Management
Crystal Partida: Jr Project Manager
Production Company: 14Four
Harry Burgess: Creative Director
Eric Narad; Director of 3D Animation
Laura Kneeshaw &: Technical Leads
Quinlan King: DevOps Engineer
Sean Tyson: Producer
Murphy Mumm Executive Producer
Editorial House: Spinach
Robby Salisbury: Editor
Adam Bright: Managing Director
Jonathan Carpio: Executive Producer
Patricia Gushikuma: Producer
Mix: Racket Club
Nathan Dubin: Mixer
Adrea Lavezzoli; Executive Producer
Sweepstakes: Don Jagoda Associates
Ben Schaefer: Vice President
Chariot Crespo: Director
Nicolette Rossi Senior: Account Executive
Dan Szewczyk: IT Director
