When Kia, the Korean automotive company, prepared to introduce the Niro, a new hybrid crossover vehicle, in the US in early 2017, it needed to grab the attention of a particular kind of car shopper.
"From research, we know that a hybrid consumer can be tech nerdy," Eugene Santos, Senior Manager/Digital and Social-Media Marketing at Kia Motors America, told delegates at the Association of National Advertisers' (ANA) 2017 Digital & Social Medi"All this technology is great ... but it wouldn't go anywhere if we didn't grow it with our Super Bowl campaign," Santos acknowledged. "We were lucky enough to secure Melissa McCarthy for our commercials. "It didn't hurt that she was on 'Saturday Night Live' the day before" – portraying Sean Spicer, President Trump's press secretary at the time – "and she blew up the internet. We had social buzz before Super Bowl Sunday that catapulted us to the next level."