Kia Motors America, Inc.
111 Peters Canyon Road
Irvine, CA 92606
Kiamedia.com
Scott McKee
949.468.4813
smckee@kiausa.com
Amy Corsinita
Zeno Group for Kia Motors America
949.468.4818
amy.corsinita@zenogroup.com
KIA MOTORS AMERICA WINS BRONZE “EFFIE” AT
THE 2012 NORTH AMERICAN EFFIE AWARDS
“Not Your Average Slam Dunk” Spot Featuring Basketball Superstar Blake Griffin Was Key
Element of Largest New Vehicle Launch Effort in Company History

Youthful and energetic brand lauded for iconic moment that changed perception and
consideration of Kia

Fastest-Growing Car Company in the U.S.1 engages basketball fans and dramatically
increases consumer awareness through powerful sports marketing
IRVINE, Calif., May 24, 2012 – When Blake Griffin leaped over a Kia Optima to win the 2011 NBA Sprite®
Slam Dunk contest, footage of the dunk immediately went viral online and Kia Motors America (KMA)
captured the historic moment with a 30-second ad spot that began airing less than 72 hours later.
Yesterday, “Not Your Average Slam Dunk” received the Bronze Effie award in the "Single Impact
Engagement" category at the 2012 North American Effie Awards ceremony in New York. The annual Effie
Awards (short for effective) presented by Effie Worldwide, Inc., highlight the most effective marketing
communications efforts in the U.S. each year.
In the midst of the largest new-vehicle launch in company history, Blake Griffin’s slam dunk over a
Kia Optima generated more than five million YouTube views, garnered 385 media placements and
increased consumer purchase consideration by more than 20 percent, all within 48 hours of the dunk.
Following the multifaceted Optima launch efforts and iconic slam dunk, significant increases in consumer
awareness and perception of the Kia brand have led to record sales of the Optima midsize sedan as April
marked the fifth consecutive month that the Optima was Kia’s best-selling vehicle. The slam dunk also
was the perfect catalyst for Kia, the Official Automotive Partner of the NBA, to connect with Blake Griffin,
who is now a global ambassador for the Kia brand and is the only professional basketball player with a
global marketing relationship with an automaker.
-more-
1 Based on 5-year cumulative growth between 12-month retail sales for periods ending April 2007 and April 2012 of all U.S. automotive brands.
2012 Bronze Effie Award
Page 2 of 3
"The unprecedented stunt of having a basketball star dunk over the Optima not only electrified
spectators and sports fans everywhere, but landed the Optima in the center of a social media conversation
that grew exponentially from the moment the ball went through the hoop," said Michael Sprague, vice
president, marketing & communications, KMA. "It is an honor to win the Bronze Effie for the slam dunk
that broke all conventions and the ad spot that created lasting impressions of the Optima for sports fans
and consumers alike.”
In 2011, the Kia Soul marketing initiative earned the Gold Effie after taking home a Silver Effie in
2010.
About the 2012 Optima
The 2012 Kia Optima stands apart from the crowd with its head-turning design, fun-to-drive
performance, modern amenities and long list of standard safety features. Kia's second U.S.-built* vehicle
offers drivers cutting-edge technologies, including a standard eight-speaker Infinity®2 audio system, HD
Radio™3, and Kia's UVO powered by Microsoft®4 voice-activated infotainment and communications system
with a starting MSRP of $19,5005.
-more-
* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts.
2 Infinity is a registered trademark of Harman International Industries, Incorporated.
3 HD Radio™ and the HD, HD Radio, and "Arc" logos are proprietary trademarks of iBiquity Digital Corporation.
4 Microsoft is a registered trademark of Microsoft Corporation in the United States and/or other countries.
5 Starting prices are manufacturer's suggested retail price (MSRP), MSRP excludes $750 destination and handling fee, title, taxes, license, options and dealer charges.
Actual prices set by dealer and may vary.
2012 Bronze Effie Award
Page 3 of 3
Kia’s Unprecedented Growth
Kia Motors is the one of the world’s fastest moving global automotive brands; from 2009-2011 Kia
launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design
officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors
America’s full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and
dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA
recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any
major brand in perceived quality6 and the industry’s highest brand loyalty ranking7. Kia’s U.S.-based
manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more
than 10,000 plant and supplier jobs and builds the company’s two best-selling vehicles in the U.S.
– the Sorento CUV and Optima midsize sedan*. Kia’s value and technology-laden 2012 model year
lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte
compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, Rio and Rio 5-door subcompacts and Sedona minivan.
About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in
Seoul, South Korea. KMA offers a complete line of vehicles through more than 755 dealers throughout the
United States and serves as the Official Automotive Partner of the NBA and LPGA. In 2011, KMA
recorded its best-ever annual sales total and became one of the fastest growing car companies in the U.S.
Kia is poised to continue its momentum and will continue to build the brand through design innovation,
quality, value, advanced safety features and new technologies.
Information about Kia Motors America and its full vehicle lineup is available at its website –
www.kia.com. For media information, including photography, visit www.kiamedia.com.
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6 Source: Automotive Lease Guide Spring 2011 Perceived Quality Study.
7 Source: Experian Automotive Q2 2011 market analysis.