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Marketing Via Console

Xbox Live Looking for Gamers With (Kia) Soul

— April 21, 2009 — Autos
Kia wants their Soul to be sold to younger men. The plan is to offer a sweepstakes tying up the Kia Soul and Xbox 360 and Xbox 360 Live.

Gamers enter via Xbox.com/kia or at the Xbox Live Marketplace or texting to Gamertag, with a chance to win a trip to LA to see the Electronic Entertainment Expo (E3).

Implications - When a company is trying to appeal to a younger demographic, it never hurts to tie a product in with something that represents that target market. This particular partnership is a great example of how businesses can team up with unrelated products in order to tap into an unexplored market of potential consumers.
Trend Themes
1. Gaming Sweepstakes - The trend of partnering with gaming companies for sweepstakes as a means of expanding brand reach.
2. Cross-marketing - The trend of cross-marketing between unrelated products to reach a new demographic.
3. Targeted Marketing - The trend of utilizing specific marketing strategies to target a particular demographic, such as the gaming community.
Industry Implications
1. Automotive - Opportunity to partner with gaming companies to reach a younger demographic and expand brand reach.
2. Gaming - Opportunity to partner with companies in other industries to offer innovative and exciting promotions for consumers.
3. Technology - Opportunity to collaborate with companies in unrelated industries to reach new target markets and increase brand awareness.
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