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Kia puts consumers in the driver’s seat via interactive iPad app

August 24, 2011

Automaker Kia Motors is letting consumers test out the company’s new line of Picanto vehicles via an interactive iPad application.

United States users can learn more about the car by playing with interactive tools . The Picanto line  is available in specific East Asia and Central America markets.

Kia Corp. is a  global car manufacturer with assembly operations in eight countries. Each year, more than two million vehicles are produced.

“In this multi-channel environment, it’s important to reach consumers wherever they are,” said Tina Chilip, marketing communications manager at Useablenet, New York.

Ms. Chilip is not affiliated with Kia. She commented based on her expertise on the subject.

Mobile test drive
Through the app users can view pictures of the Picanto and learn more about the new vehicles.

Consumers can also learn more information about the product.

Via the app, users can browse different dimensions of the vehicle with features that place them in the driving seat to show all the control features.

Additionally, users can play games to learn more about the car – including testing the speed and brakes.

Users can also customize their own Picanto by choosing the color of the vehicle and set of wheels they like.

“If companies are not on tablets, they are missing an opportunity to reach consumers,” Ms. Chilip said.

International line
Through the iPad app, Kia is spreading the word about its international products across as many mobile platforms as possible.

In addition to U.S. promotions, the Picanto has been heavily promoted across international markets and includes a rich micro-site where consumers can interact with the car by clicking on various parts of it.

Additionally, users can watch promotional videos with the iPad app from the British store.

The Korean automaker also recently announced that a three-door version of the Picanto will be available in European markets by Sept., signaling a wave of new promotions and coverage for the line of cars.

“The iPad demographic has different expectations for mobile because they look for more tech-savvy and interactive features,” Ms. Chilip said.

“The iPad is also the most popular tablet, so it’s important for brands to think about how they can give consumers the content they want on the device,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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