Kia Motors is building a strong presence around its Super Bowl advertising by airing the spot first through Facebook Messenger with its chatbot, a move that could drive sales as the bot shares vehicle information for purchase.

With so many interactive campaigns coming to light for this year’s Super Bowl LI and a slew of brands launching their own innovative interpretations of the major marketing event, Kia is taking a serious interactive stance. The automaker is releasing its spot prior to the game to those who have messaged with its chatbot named Nirobot, which helps schedule test-driving and share vehicle information.

“With its advanced technology and tremendous efficiency, the Niro sets a new standard in the market, and being the first bot for Messenger to debut a Super Bowl ad reinforces the idea that our newest crossover is like nothing consumers have ever seen before,” said Michael Sprague, chief operating officer and executive vice president at Kia Motors America (KMA).

Interactive marketing
While Super Bowl advertising is one of the largest marketing events of the year, direct retail strategies are seen less often. However, the use of mobile and social is giving marketers the tools to close that gap a little bit more.

Kia is hoping to do so by airing its Super Bowl ad on Facebook Messenger to those who are interested in its Niro crossover vehicle. The television spot features actress and comedian Melissa McCarthy in a short titled “Iceberg.”

The advertisement has been previewed with a teaser showing Ms. McCarthy in a Kia Niro using her dashboard to call road-side assistance. She begins asking if they can help her even if she is not on a road, or even on land, while the camera pans out to reveal she is stranded on an iceberg.

Facebook Messenger users can message the Kia’s chatbot on the page “Kia Niro” to receive information regarding Niro vehicles. Users can get tutorials, schedule a test drive and learn more about the Niro by messaging the bot.

Users who have already interacted with the Nirobot, and those who do in the future, will receive a video of its Super Bowl ad on Feb. 1.

Chatting about chatbots
With the rise of chatbots providing a smooth way for customers to interact with their favorite brands, Facebook also took things a step further by letting consumers open up a full window of products and shopping options, that are all purchasable directly through the app.

The social media giant now lets consumers who engage with brands through the Messenger app purchase products with the tap of a button. The new capability is brought about by a partnership with Shopify (see more).

American Express also brought some new functionality to its Facebook Messenger chatbot, further cementing messaging as an invaluable tool for brands and marketers to connect with their consumers.

The brand added a new “add a card” feature to its chatbot, letting consumers quickly add credit card information without opening the app. The move was an attempt by Amex to capitalize on the new popularity of messaging platforms (see more).

“The Niro blends great looks, real-world utility and outstanding fuel economy together in a way that consumers haven’t seen before, and these initial marketing elements focus on the fact that there’s now ‘a smarter kind of crossover’ out there for consumers to discover,” Mr. Sprague said. “We’ve got a fantastic story to tell about the Niro’s uniquely alluring yet practical package, and the incredibly talented Melissa McCarthy is the perfect partner to help us do it.”