USA and Kia Motors America (KMA) are re-teaming around the hit original series PSYCH, starring James Roday, Dulé Hill and Corbin Bernsen, to help market the automaker’s all-new 2010 Kia Forte compact sedan. Marking the second pairing of USA and Kia Motors, the partnership leverages the powerful relationship between key characters in the show and the groundbreaking features of Kia Motor’s all-new sporty, compact car. USA collaborated with KMA to create a customized vignette which will debut during PSYCH’s fourth season, set to premiere on August 7 at 10/9c on USA. The announcement was made today by Chris McCumber, USA’s executive vice president, marketing, digital and brand strategy.
“The fact that Kia Motors has once again come aboard with USA demonstrates the power behind the ‘Characters Welcome’ brand and our fluid ability to promote an automaker’s new vehicle,” said McCumber. “The Kia Motors sponsorship of PSYCH is another example of how we consistently offer creative marketing solutions that integrate our advertiser’s brand message and provide the entertainment value our highly engaged viewers have come to expect.”
“USA and Kia Motors enjoy a unique partnership that is beneficial to both brands,” said Mark Miller, senior vice president, entertainment sales. “The characters of PSYCH fit Kia Motors’s target audience and this vignette demonstrates that organic integration.”
The vignette features detectives Juliet O’Hara (Maggie Lawson) and Carlton Lassiter (Tim Omundson) interacting with the Kia Forte and draws a connection between the characters’ confidence and strength and the car’s core brand attributes. The vignette, which will air from August 14 through September 25, showcases the features that make the Forte a “first of its kind.”
USA and Kia Motor’s collaboration builds upon their joint campaign from earlier this year, which featured a customized vignette starring PSYCH characters Shawn (Roday) and Gus (Hill). According to IAG research, the promotional vignette garnered triple digit increases for the automaker in all key metrics including likeability, brand recall and message recall. USA’S marketing for Kia Motors secured the #1 ranking on cable for the automaker’s hybrid vehicle outperforming its closest competitor by +70%.
“Extending our partnership with USA Networks provides KMA the opportunity to showcase the all-new Kia Forte to consumers looking for a vehicle that combines style and technology with comprehensive safety features,” said Michael Sprague, vice president of marketing, KMA. “By integrating ourselves with a hip and relevant show like PSYCH, we have the perfect opportunity to introduce Forte’s innovative features like SIRIUS Satellite Radio, MP3 device connections and voice-activated Bluetooth to a perfectly matched audience.” A quick-witted drama, PSYCH follows the adventures of young police consultant, Shawn Spencer (Roday), who solves crimes with powers of observation so acute the precinct detectives think he’s psychic. Spencer is joined by his best friend and reluctant sidekick, Gus (Hill), and his disapproving yet loving father (Bernsen), who ironically was the one who honed his son’s “observation” skills as a child. In addition to Omundson and Lawson, the show co-stars Kirsten Nelson (“Everwood”).
USA Network is the #1 network in all of basic cable and is seen in over 98.5 million U.S. homes. A division of NBC Universal, USA is the cable television leader in original series and home to the best in blockbuster theatrical films, acquired television series and entertainment events. The award-winning USA website is located at www.usanetwork.com. Characters Welcome.
USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.