Kia's Super Bowl 'Squares' Put Fans in the Driver’s Seat

This year, Kia is taking a bold step beyond traditional advertising and into the heart of where audiences engage most – their mobile screens. In a ground breaking move, the automaker is launching an epic new sweepstakes during football’s biggest day of the year that’s sure to keep fans on the edge of their seats, and eyes glued to their screens even when the game isn’t on. 

Introducing Kia Squares, a mobile game that lets fans play for a chance to win one of four incredible Kia vehicles, all while elevating the excitement of one of the most-watched events of the year.

Created by David&Goliath, Kia’s campaign, is a dynamic game that invites fans to become active participants in the action, adding a thrilling layer of competition and fun. In this unique game of Kia Squares, players have a chance to be entered in a drawing to win a shiny new car every quarter, and explore each car as they select their squares.

A Game of Your Own

On Sunday, February 9th, while 123 million people gather to watch the biggest football game of the year, Kia is bringing fans a game of their own with Kia Squares. Before the game, Kia’s Instagram and TikTok will be directing audiences to a second-screen mobile experience at kiasquares.com where players can choose a square on the game grid. Each square is randomly assigned numbers 0-9 after entries close, and the last digit of each team’s score at the end of each quarter will determine the winning square. But here’s the twist: anyone who selects the winning square will be entered into a random drawing for a chance to win one of four highly coveted Kia vehicles. 

The grid will open at 12:00 am EST on February 4th (9:00 pm PST February 3rd) and close at 5:30 pm EST on February 9th ( 2:30pm PST). For details and to play visit here. 

“Every year, we’re part of the Super Bowl conversation. This year, we wanted fans to engage with our brand for more than :60. The Kia Squares game is the perfect fusion of sports, and technology. It’s a game that takes the traditional “Squares” concept and gives it a modern, interactive twist,” said Ben Purcell, chief creative officer, David&Goliath. “In our version of squares, you win more than bragging rights. - you could win a brand-new car.”

"In a world where attention is the ultimate currency, Kia and David&Goliath are redefining how brands engage audiences during big cultural moments,” added Avi Pinchevsky, executive creative director. “By creating an immersive second-screen experience, we’re not just riding the wave of the moment - we’re sparking conversations, and expanding reach in ways that feel both organic and unforgettable."

Kia is offering up some of its most exciting models as prizes, including the highly anticipated Kia EV9 GT-Line, the rugged Telluride X-Pro, the electrifying EV6 GT-Line, and the dynamic K5 GT, with even more models up for grabs.

Fans will have up to four chances to win, with opportunities to score each quarter, making every minute of the game feel like a potential win. As the gridiron battle unfolds, the biggest winner might just be the one who’s tapping on their screen instead of watching the field.