CGM at Center of KIA's New Marketing Program

AdAge reports that KIA's new marketing director is spearheading an integrated "Spreading the Word" campaign. Starting next week, KIA print and TV ads will drive traffic to an "automotive bill of rights" website that serves as a conduit for CGM (Consumer Generated Media). The website will solicit submissions of videos, posters and other content that represents grassroots sentiment about what consumers want from a car company. Messaging will focus on the idea that car buys are entitled to affordable, well-built, attractive cars with good warranties.

KIA joins a number of brands, including Converse and Vespa, launching aggressive, integrated campaigns that facilitate the co-creation of marketing messages with consumers. CGM re-articulates brand messaging in an authentic voice that resonates with consumers. This makes good sense considering research (Edelman's "Trust MEdia" PDF) that shows how consumers trust peers more than traditional brand advertising when it comes to purchasing decisions.

Tags: marketing cgm advertising