A 60-second spot made its television debut during MTV’s Video Music Awards (VMAs) on 8/28. The “Share Some Soul” campaign, via David&Goliath, includes television, in-cinema, digital and social media. The spot for the 2012 Soul featured the return of the hamsters and this summer’s hottest song, “Party Rock Anthem,” by electro-pop group LMFAO. “Share Some Soul” is set in a dark, futuristic videogame world in which the hamsters turn a battle between alien robots and humanoids into an interstellar dance party.
The spot begins appearing on thousands of movie screens across the country on 9/2. 30-second versions will appear on network and cable beginning 9/5 and the campaign will also have a presence on Facebook, Kia.com and YouTube. Beginning mid-September, consumers will be invited to participate in a LMFAO-inspired “shuffle” dance video submission contest hosted on the Kia Soul YouTube and Facebook channels for a chance to win cash and other surprise prizes.
See the 60-second ad here: