# Second-Screen Vehicle Sweepstakes Kia Squares Engaged Sports Fans During the Big Game By Laura McQuarrie | Published 2025-04-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kia-squares References: [marketingdive](https://www.marketingdive.com/news/kia-super-bowl-mobile-game-counterprogramming/739247/) & [kiasquares](http://www.kiasquares.com)  Rather than running a commercial for the Big Game, [Kia](https://www.trendhunter.com/trends/2027-telluride-suv) opted for an engaging second-screen mobile experience called Kia [Squares](https://www.trendhunter.com/trends/walkers-campaign). The game-within-a-game vehicle sweepstakes put the brand's stamp on a popular game in which players select squares on a 10x10 grid, with rows and columns randomly assigned number values between zero and nine. Each square displayed a Kia vehicle, and the last digit of each team's score at the end of each quarter corresponded to a square on the grid. Entrants who selected that square were entered into that quarter's random drawing for a chance to win a Kia vehicle. Created to engage football fans on their devices, Kia Squares interacted with users on [Instagram](https://www.trendhunter.com/trends/koda-hijacks-competitors) and TikTok in a way that recognizes that the way content is consumed is evolving. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 36% | Activity: 48% | Freshness: 39% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Second-screen Experiences:** Utilizing second-screen technology offers brands innovative ways to engage audiences directly through interactive content during live events. - **Gamification of Advertising:** By incorporating gamified elements into marketing strategies, brands can capture consumer attention in a playful and compelling manner. - **Social Media Integration in Campaigns:** Leveraging platforms like Instagram and TikTok allows brands to interface with users where they spend significant time, enhancing campaign reach and effectiveness. ### Sectors Adopting This - **Automotive Marketing:** Automotive brands can differentiate themselves by creating immersive digital campaigns that resonate with modern consumers. - **Sports Entertainment:** The integration of digital and mobile experiences in sports entertainment can captivate fans and keep them engaged even beyond the main event. - **Digital Advertising:** Evolving digital advertising to include interactive and social media elements can redefine consumer interaction and increase brand visibility. ## Related on Trend Hunter - [Large-Scale Livestream Giveaways](https://www.trendhunter.com/trends/the-big-reward.md) - [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md) - [New Year-Focused Car Campaigns](https://www.trendhunter.com/trends/2027-telluride-suv.md) - [Supersized Delivery Sweepstakes](https://www.trendhunter.com/trends/doordashs-big-game.md) - [Game-Day Score-Inspired Giveaways](https://www.trendhunter.com/trends/its-a-10.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Large-Screen Sports Campaigns](https://www.trendhunter.com/trends/big-game-big-screen.md) - [Big Game Contest Ads](https://www.trendhunter.com/trends/turbotax-1.md) - [TikTok Insurance Ads](https://www.trendhunter.com/trends/khaby-lame.md)