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CORPORATE SPONSORSHIP
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Kia gets ready to roll with 2012 Vans Warped Tour

The Irvine-based automaker is sponsoring the summer fest for the fifth year.

by Griffin RogersPublished: June 15, 2012 02:45 PM

Kia Motors will kick off its fifth straight year as the official vehicle of the Vans Warped Tour, a music festival traveling to nearly 40 U.S. cities to entertain concertgoers with live performances from some of today’s most popular punk and indie rock bands.

New at this year’s show, Kia will sponsor two of the tour’s main stages: The Kia Soul Stage and Kia Rio Stage. These platforms will be the sets for several tour bands, including “Taking Back Sunday” and “All Time Low.” The Kia Soul will be displayed on a rig between the two main stages.

The Kia Soul gained popularity after its launch in 2009, when paw-tapping hamsters helped tap into a younger demographic, said Michael Sprague, Kia’s vice president of marketing & communications.

"Fresh off the viral sensation ‘Share Some Soul’ campaign featuring LMFAO's hit single 'Party Rock Anthem,' the poll-topping Optima Limited Super Bowl commercial featuring Motley Crue's 'Kickstart My Heart' and our partnership with music sharing service Spotify, going back out on the road again with the Vans Warped Tour was an obvious fit as a way to maintain our status as a young, current and engaging brand,” Sprague said.

In addition to two main stages, fans will be able to visit the Kia Soul Lounge, an interactive tent where concertgoers can participate in body painting, get autographs, listen to a DJ or make their own beat at the Create Your Own Beat music station. The music station allows visitors to make a short 15 to 30 second beat that will be uploaded into the master beat designated for each city.

Also at the tent is a social game called Find Your Tribe that allows attendees to receive one of 10 different bandanas and a code, which is used earn the tribe points and prizes after meeting other members around the festival with similar bandanas.

Additionally the tent will serve as a chance to receive information on Kia’s complete line of vehicles, including next year’s Soul and Rio models. Kia VIP passes will gain festival attendees exclusive access to a private viewing area near the main stages, and Steve Guttbinder, the Kia Warped Tour blogger, will be writing about the tour along the way.

"Kia is an innovative company that understands the culture of Warped, and their support allows us to bring back two main stages for the 2012 tour," said Kevin Lyman, Vans Warped Tour founder and producer.  "We are happy to have Kia Motors onboard with us for a fifth summer as the ‘Official Vehicle of the 2012 Vans Warped Tour.’”  

The 2012 Warped Tour will begin in Salt Lake City on June 16, visiting 13 cities over seven weeks and featuring more than 90 artists.


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