When it comes to viewing Super Bowl commercials, those who await one of the largest advertising events of the year must wait for an ad to be broadcast on live television. In recent years, some brands have taken to posting teasers or entire ads ahead of time on YouTube, but this year, Kia is changing the way it is sharing its Super Bowl commercial with NiroBot on Facebook Messenger.
At the end of last year, Kia launched the interactive NiroBot, which was specifically created to connect consumers to its Niro vehicle, or "The hybrid crossover that speaks to you."
Now, Kia is using the chatbot to debut its Super Bowl commercial starring Melissa McCarthy. While Super Bowl ads of the past have gotten a lot of exposure on social media, this chatbot experience offers a new way to welcome interaction and brand engagement.