Kia First Brand on imeem's New Google Phone Ad Platform

  |  November 25, 2008   |  Comments

The mobile music campaign, designed by New York's Initiative, pushes the new youth-oriented Kia Soul.

Online social music service imeem has launched a mobile advertising platform designed to work with Google's new Android operating system. Kia Motors America signed on as the first advertiser for the platform, currently available only for the G1 phone sold by T Mobile.

The Kia campaign, designed by Initiative's Los Angeles office in order to market the automaker's new youth-oriented Kia Soul vehicle, includes a branded presence across the imeem user interface. In addition to a branded Kia profile and display ads on imeem's own site, there will also be a new Kia Soul-branded streaming radio station.

"When you have one of these radio station opportunities you really want to know who your focus target is and select music that's appropriate," said Kia Motors America Customer Relationship Marketing Manager David Schoonover. The Kia Soul, coming to dealerships early next year, is sporty car aimed at younger drivers.

The streaming station uses a new version of imeem's ad-supported Android product that allows owners of Android-based mobile devices to stream Internet radio stations for free.

The ad service gives brands a new way to "tap into the social music experience," said Matt Graves, VP of marketing at imeem.

The new features include location-based streaming, a function that allows users to listen to streamed music from stations in their regions, get detailed artist biographies and discographies, and artist recommendations based on the system's knowledge of the users' musical tastes. The new platform also features a new "seasonal station" that plays popular holiday music.

Schoonover said the popularity of mobile applications, a movement that caught fire with the introduction of Apple's iPhone, seems to be the key to mobile advertising. "Mobile marketing, from an online advertising standpoint, is still very much an evolving space and I think it's been slow to get off the ground," said Schoonover. "But one of the most interesting things to us at Kia is the use of applications in mobile devices seems to be a catalyst that is helping mobile marketing move to the next level."

An earlier version of this story incorrectly implied Initiative handled the work from its New York office. In fact, all Kia's digital assignments are carried out by the agency's LA office.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...