How a chatbot helped Kia launch a new car

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

When Kia, the Korean automotive company, prepared to introduce the Niro, a new hybrid crossover vehicle, in the US in early 2017, it needed to grab the attention of a particular kind of car shopper.

"From research, we know that a hybrid consumer can be tech nerdy," Eugene Santos, Senior Manager/Digital and Social-Media Marketing at Kia Motors America, told delegates at the Association of National Advertisers' (ANA) 2017 Digital & Social Media Conference.

Kia decided a tech-heavy vehicle aimed at a tech-savvy audience needed a tech-centric means of presentation. So, the company's digital campaign for the Niro was anchored by...

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