Kia collaborates with Marquee Studios to produce social media food series, Foraged
Car firm Kia has used its challenger brand status to team up with Marquee Studios to create a 12-episode You Tube series on Sydney’s food and food culture.
The series, which is likely to expand to Melbourne, Brisbane and Perth, launched today and features stories of “real people” on the Sydney food scene.
They include Enrico and Giovanni Paradiso, the duo behind Fratelli Paradiso, and Katherine Sabbath who has built an Instagram following of 100,000 on the back of her baking skills.
New episodes will be released every Friday with the content also appearing on a number of social platforms and online publications.
Kia, which receives product placements in the episodes, described the content as an “excellent fit” for the brand.
“Food, and food culture, is an integral part of the Australian cultural landscape and the opportunity to be a supporting partner in a series as innovative and exciting as Foraged was simply too good not to embrace,” Kia Motors Australia chief operating officer Damien Meredith said.
“Kia, as a challenger brand, understands and respects a different and focused approach to any challenge. Foraged, and the talents featured in the series, represent an excellent fit with the Kia philosophy.”
Marquee Studio’s Tom Maynard said the idea follows on the firm’s first successful venture, Amplify, which kicked off with a festival for girls aged 10-to-18 years last month.
“The idea behind Amplify is to create an all-encompassing platform including video content, social and events catering to this specific audience,” he said. “With the support of Kia, we have a similar end goal for Foraged.”
Update: The original article mentioned Broadsheet as one of the publications this campaign would be running in, however that is incorrect and it will not appear there. Mumbrella is happy to clarify this.
Let’s Monetise our Social Media Brand Presence and Participate In The Conversation. Leveraging those insights to maximise buzz by driving word of mouth from food relevant influencers.
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This is the future of true engagement. Well done Kia and Marquee.
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Food culture and cars? Sorry, Kia don’t get the link
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No media agency, creative agency or digital agency credited. Marketers engaging publishers and influencers to create and distributing content themselves is the future.
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@The Future of Advertising.
And that is why it’s an ‘idea’ that has nothing to do with the car and is currently sitting on 129 views. Looks like their influencers lack a certain degree of influence.
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@Future of Advertising
How on earth will that sell a single car?
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I don’t mind this.
@Tbone, it’s a sponsorship or BTYB… why does the product have to relate strongly to the subject matter? That’s the point. You may not be able to eat a Kia but you can’t hit it very far with a tennis racquet either.
Bitching about low views on day one is petty too. It’s day one.
Legit gripe – where’s Innocean or Initiative or whoever else was on this? Were they involved at all?!
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I’m a little late to the conversation but it means I can update the commentary. It looks like the numbers are over 13,000 (48 hours later) on Facebook alone, which is a pretty tidy result for a first episode.
Brands should be commended for making positive change, being associated with those influencers and restaurants is a great move. Good on you Kia, lets hope more brands follow suit.
@KGB, @TBone, we should celebrate people creating new ways to both engage and entertain an audience, it allows much more creativity throughout the whole industry.
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