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Kia launches mobile effort for new Soul car

Kia Motors America has launched a mobile Web site and a QR code program to introduce the new Kia Soul at the Los Angeles Auto Show.

David&Goliath and Usablenet launched Kia Soul Mobile to increase mobile interaction around the new Kia Soul. The Kia Soul Mobile microsite, designed by David&Goliath and powered by Usablenet, will be unveiled today at the 2008 Los Angeles Auto Show, providing visitors with a way to interact with the Kia Soul while at the event.

"We're proud to offer our customers another way to interact directly and immediately at the L.A. Auto Show," said David Schoonover, customer relationship marketing manager at Kia Motors America, Los Angeles.

"The Kia Soul Mobile site gives instant access, and allows our customers to take the auto show experience with them," he said.

Not yet out, the Soul is a five-door hatchback with front-wheel drive, a high roofline and an unusually long wheelbase. The key elements behind Soul's appearance are its vertical measurements.

Kia Soul Mobile is a free service accessible via any Web-enabled mobile device at in the mobile Web browser.

Kia Soul Mobile provides customers access to the latest Kia Soul information and images, as well as access to the main Kia Motors America mobile site, also powered by Usablenet.

Kia Soul Mobile will highlight artwork inspired by the Soul's design from 10 different artists, to be unveiled during the L.A. Auto Show.

Consumers will also be able to download the artwork, send it to friends and sign up for updates via the mobile microsite.

Through Kia Soul Mobile, consumers can quickly interact with mobile content while at the L.A. Auto Show through QR (Quick Response) code technology.

QR codes are two-dimensional barcodes, or SMS keywords, that direct users to a specific Web site or page related to a product.

Mobile users can easily text keywords or scan barcodes, using a mobile camera and free QR reader software to access different pages of the Kia Soul Mobile microsite.

The QR codes can be found on printed Kia Soul postcards designed by David&Goliath partner Saputo Design, featuring the selected artists' unique artwork and the Kia Soul booth at the L.A. Auto Show.

"The overall idea is to combine new ways of having customers interact with the brand," said Jason Taylor, vice president of mobile products at Usablenet, New York.

"I think a lot of Kia's customers are mobile when they look for information on cars," he said. "It is only natural then to provide them with an optimized, mobile-friendly experience while on the go."