SBD/November 20, 2013/Marketing and Sponsorship
Kia Motors Serving As Presenting Sponsor Of New USA Today "Best Of" Sports Awards
Published November 20, 2013
Kia Motors has signed on as presenting sponsor of a USA Today promotion debuting later this week in which the Ad Meter platform will be employed to determine the “Best Of” across sports and sports culture. Fans can register online to be an Ad Meter panelist and help decide 15 of the awards across sports, including such vital categories as Best Athlete on Social Media, Best Viral Video, Most Emotional Moment, Best Hair/Facial Hair, and Best Couple. Winners will be revealed Dec. 18 and featured in USA Today print and digital pages. The move continues USA Today Sports Group’s strategy in positioning its 23-year-old Ad Meter as a year-round platform as opposed to an annual Super Bowl one-off. Since this is the first time Ad Meter is being used as a voting platform without advertising as the subject matter, it should test the boundaries of the strategy. There also is a current Ad Meter vote to determine the best NFL/United Way PSAs over the past 40 years.
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