USA and Kia Motors America are re-teaming around the hit original series PSYCH to help market the automaker’s all-new 2010 Kia Forte compact sedan. Marking the second pairing of USA and Kia, the partnership leverages the relationship between key characters in the show and the features of Kia’s new sporty, compact car. USA collaborated with KMA to create a customized vignette which will debut during PSYCH’s fourth season, set to premiere 8/7 at 10/9c on USA.
Said Chris McCumber, USA’s EVP/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. 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.”
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.”