via press release:
NBCUNIVERSAL AND KIA MOTORS LAUNCH LATEST SPOT FEATURING NEW CUSTOM CAR INSPIRED BY NBC’S “THE VOICE”
The Voice Soul” Urban Passenger Vehicle
Brings to Life Multi-Season Partnership
NEW YORK, November 26, 2013 – NBCUniversal and Kia Motors, the Official Auto Partner of “The Voice” on NBC, tonight launch the latest installment in the four-part custom vignette series documenting the inception and creation of the one-of-a-kind “The Voice Soul” vehicle. “The Voice Soul” car is part of NBC’s and Kia’s multiplatform advertising partnership that goes beyond the classic integration and spans over the course of the show’s entire season. The series of spots document the creation of the specially-designed car inspired by “The Voice” and feature “The Voice” ambassador Carson Daly working hand- in-hand with Kia designers to produce the unique vehicle.
The custom-designed, “Voice”-themed Kia Soul features signature elements from the Emmy Award winning show, including original passenger seats inspired by “The Voice” coach chairs, an iPad MiniTM that can sync to a sound system as well as “The Voice” app in the trunk to allow users to sing along via a wireless microphone, a light-up “I Want You” sign, in addition to an airbrushed show logo on the car’s exterior.
“We are excited to expand our multi-season partnership with Kia beyond the traditional ways of connecting a brand with fans by creating a one-of-a-kind custom vehicle,” said Sari Feinberg, Vice President, Client Solutions Group, NBCUniversal. “Bringing our two brands together in this way is a great illustration of how we work creatively with our advertising partners season after season, to push the envelope and reach new consumers.”
Kia, a multiyear auto partner of “The Voice” on NBC, together with the broadcast network, will expand their traditional partnership and promote the vehicle on a variety of platforms to connect with fans and car enthusiasts alike. The specially-designed Kia Soul was unveiled at the Specialty Equipment Market Association show (SEMA), the premier automotive specialty products trade event, on November 11, 2013 and will have its national broadcast television debut on November 26, 2013 at 9:00PM ET.
“Partnering with NBC’s The Voice has proven to be a hugely successful opportunity for the Kia brand to build upon its marketing pillars of music and pop culture,” said Michael Sprague, executive vice president of marketing & communications, Kia Motors America. “We’re looking forward to another year of aligning Kia’s youthful spirit with NBC’s music-loving audience. The Voice-themed Kia Soul is the perfect expression of that synchronicity.”
Extended versions of the original content will be available on NBC.com.