Kia Motors America has been doing Super Bowl ads for the last seven years – and this year is no exception. But this year, Kia has used Facebook Messenger to debut its ad, and has become the first company to do so.
The new ad for the Kia Niro crossover stars Melissa McCarthy, and was debuted via Kia Motors’ Nirobot for Messenger on Wednesday Feb. 1. The Nirobot has been around for many months, but it’s the first time it does something like this. Michael Sprague, chief operating officer and EVP of Kia Motors America (KMA) explained that the company’s decision to debut its Super Bowl ad on the bot
reinforces the idea that [its] newest crossover is like nothing consumers have ever seen before,
Being one of the first car manufacturers to use a Messenger bot, really reinforces this point. Kia has found success with its Messenger presence. In a press release announcing the ad, the company says that the NiroBot
has achieved more than half a million engagements since [it] was launched in November 2016.
It was developed and implemented by Kia’s agency partner, Ansible, and provides an interactive chat experience that includes several useful features – among others, guided vehicle discovery, and step-by-step tutorials.
Kia’s use of Facebook Messenger to debut the most important element of its Super Bowl marketing, shows that messaging apps are gaining importance, as they are popular with users, and they improve one-to-one personalised communication with them. In the meantime, Facebook is doing its best to turn Messenger into an advertising format as well – as some recent moves have testified.
Oh, and check out their awesome Super Bowl Ad.