On January 19, 2022, the Kia X League of Legends Mobile Game Professional League Strategic Cooperation Conference with the theme of "New Wave, New Kia" was successfully held in Shanghai, and the two sides will officially open the exclusive strategic cooperation of the League of Legends Mobile Game Professional League (WRL) automobile, actively explore and carry out all-round and multi-dimensional in-depth cooperation, and bring young people a value experience beyond expectations. Liu Changsheng, general manager of Dongfeng Yueda Kia, Li Fang, head of marketing of Tencent's advertising automotive industry, Feng Xiao, head of tengjing sports' new game e-sports, and other relevant leading guests attended the event.
Kia has reached a strategic cooperation with the League of Legends Mobile Game Professional League
"In 2022, coinciding with the 30th anniversary of the establishment of diplomatic relations between China and South Korea and the 20th anniversary of Kia's entry into China, Kia will establish a new joint venture in China to accelerate the implementation of global strategies, integrate global resources, explore more innovative marketing methods, and re-set sail in China." Liu Changsheng, general manager of Dongfeng Yueda Kia, said at the press conference, "In-depth cooperation with the League of Legends mobile game professional league, which is loved by young people, is a new starting point for Kia's youth marketing, through the integration of automotive technology and e-sports game culture, playing with young users and showing the new style of kia brand." ”
Liu Changsheng, General Manager of Dongfeng Yueda Kia, delivered a speech
E-sports is a gathering place for the new generation of young people, and the innovative marketing around e-sports events has become an important bridge for brands to communicate with young people, transmit brand cultural values, and display brand concepts. It is worth mentioning that Kia, born in the hometown of e-sports, has a deep e-sports cultural gene and is the forerunner of e-sports cross-border marketing innovation. On the occasion of the launch of the KX3 in 2016, Dongfeng Yueda Kia cooperated with the League of Legends Finals and all-Star Game to bring a new experience of playing cool; in 2020, Kia sponsored the League of Legends Korean Champions League (LCK) DWG team; in 2022, Kia became the official automotive partner of the League of Legends European Champions League (LEC) for four consecutive years. This time, Kia joined hands with the Tencent League of Legends Mobile Game Professional League, continued to cultivate the young circle, explored a richer brand experience in event customization, brand linkage, theme activities, joint peripherals, fan interactive operations, etc., set off a new wave of cross-border integration of automobiles and games, stimulated kia's young and trendy brand gravity, and continuously enhanced brand influence.
Kia has cooperated with the League of Legends Mobile Game Professional League to carry out in-depth cooperation
At present, under the dual-carbon strategy, the automotive industry is in a critical period of new and old kinetic energy conversion and structural adjustment. In 2021, Kia will take the initiative to adapt to the transformation of the automotive industry, start brand renewal, release a new LOGO, new concept, new purpose and "2045 carbon neutrality strategy", focus on enhancing brand experience and brand value, transform to electrification, and strive to become a sustainable mobility brand that leads the trend and constantly inspires customers. Starting from the alliance of legends mobile game professional league cooperation, Kia will continue to dig deep into the preferences and life scenarios of MZ generation users, carry out more diversified cross-border IP cooperation, create more diversified brand culture experience activities, and upgrade user experience.
Kia marches toward the new, and the heroes work together. Under the ever-changing market pattern, Kia is clarifying its strategy and rebranding, and with the introduction of more high-quality global products and the continuous landing of innovative marketing initiatives for rejuvenation, Kia will provide consumers with a new experience of trend-forward and re-set sail in the Chinese market.