Kia partners with K-pop girl band Blackpink

Kia Motors has partnered with K-pop outfit Blackpink as title sponsor of its 2019 World Tour. The Singapore leg of the promotion involves people who book a Kia car before February 8 standing a chance to win VIP tickets to a concert by the band. Other prizes up for grabs are signed CDs and collectibles.

The all-girl K-pop band was recently at the centre of a controversy when an ad that it appeared in for Shopee was deemed offensive and pulled off TV channels in Indonesia.

The announcement:

Kia Motors Corporation today announces a new partnership with all-female K-Pop supergroup Blackpink, serving as the title sponsor for the group’s 2019 World Tour.

Blackpink is a multinational four-member act that made its debut in 2016 under K-Pop powerhouse YG Entertainment, and has the world’s most subscribed girl group channel on YouTube today.

In partnership with Blackpink, Kia seeks to establish a closer connection to Asia’s younger generation through a new K-Pop-inspired outreach campaign. As the title sponsor of the group’s first-ever World Tour, Kia will hold a series of experiential events throughout the duration of the tour, giving local fans the opportunity to meet their favorite K-Pop stars face-to-face. The World Tour runs from January 2019 on a global scale including 7 cities in Asia such as Singapore, Bangkok, and Hong Kong.

Kia plans to engage customers through social media campaigns and contests prior to the concert where participants can stand to win gifts like signed CD collectibles. Kia Singapore customers who book a Kia from 10 January to 8 February 2019 have a chance to win a pair of VIP tickets to the Blackpink concert on 15 February 2019. 

Special Kia exhibition booths will have the company’s newest vehicles on display at each stop on the tour calendar and present exclusive photo and prize giveaway opportunities for a more engaging customer experience.

“Kia sits alongside K-Pop as one of Korea’s most successful global exports, and Blackpink is a perfect fit for our brand. Blackpink is one of the most dynamic, stylish and popular music acts in the world today, and given the massive existing fan base they have across Singapore, this partnership affords us a platform to engage with the next generation of drivers here,” said Mr Eric Chan, Managing Director, Cycle & Carriage Singapore.

The partnership with Blackpink is the first in a series of collaborations Kia will announce with K-Pop superstars this year as the brand seeks to engage with music fans. In the coming months, the company will announce additional collaborations with various K-POP artists.

Kia has created a dedicated Instagram account (@kia_onbeat) together with a new digital platform to notify Kia customers and global K-Pop fans of new content and headlines from the Korean music industry – the fastest-growing in the world. These channels will offer exclusive access to collaborative content between Kia and K-Pop artists and will be the first place to hear about various fan promotion events.

Source: Kia Motors press release


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