Kia Finds the Next Big Thing


The Kia Soul “Who’s Next?” competition will find YouTube’s next big hero – the person (or people) who will make the web take notice.

Kia has recruited a few viral stars (not one-shot, lucky “David After Dentist” sorts, but rather hard working web-series types) to convince viewers to show the company how they roll by uploading a video to the contest. Up for grabs is $10,000 and YouTube stardom.

The company’s had some viral success in the past with its Soul Hamsters series, so it might have the clout it needs to take its new star viral. And the winners are chosen largely by the community (voting is down to the final round, with two entries left to go), so they will already have some invested fans. It’ll be interesting to see if they take the money and run, or if this will be the start of something bigger.

Meanwhile, as Kia racks up the hits, it’s offering up a lot of passive marketing for the Soul.


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