Kia Launches Ultimate Social Engagement on Game Day via David&Goliath: Kia Squares

This year, Kia is taking a bold step beyond traditional advertising and into the heart of where audiences engage most – their mobile screens. In a groundbreaking move, the automaker is launching an epic new sweepstakes during football’s biggest day of the year that’s sure to keep fans on the edge of their seats, and eyes glued to their screens even when the game isn’t on.  

Introducing Kia Squares, a mobile game that lets fans play for a chance to win one of four incredible Kia vehicles, all while elevating the excitement of one of the most-watched events of the year. 

Created by David&Goliath, Kia’s campaign, is a dynamic game that invites fans to become active participants in the action, adding a thrilling layer of competition and fun. In this unique game of Kia Squares, players have a chance to be entered in a drawing to win a shiny new car every quarter, and explore each car as they select their squares. 

A Game of Your Own
On Sunday, February 9th, while 123 million people gather to watch the biggest football game of the year, Kia is bringing fans a game of their own with Kia Squares. Before the game, Kia’s Instagram and TikTok will be directing audiences to a second-screen mobile experience at kiasquares.com where players can choose a square on the game grid. Each square is randomly assigned numbers 0-9 after entries close, and the last digit of each team’s score at the end of each quarter will determine the winning square. But here’s the twist: anyone who selects the winning square will be entered into a random drawing for a chance to win one of four highly coveted Kia vehicles.  

The grid will open at 12:00 am EST on February 4 (9:00 pm PST February 3) and close at 5:30 pm EST on February 9 ( 2:30pm PST). For details and to play visit kiasquares.com. 

“Every year, we’re part of the Super Bowl conversation. This year, we wanted fans to engage with our brand for more than :60. The Kia Squares game is the perfect fusion of sports, and technology. It’s a game that takes the traditional “Squares” concept and gives it a modern, interactive twist,” said Ben Purcell, Chief Creative Officer, David&Goliath. “In our version of squares, you win more than bragging rights. - you could win a brand-new car.” 

"In a world where attention is the ultimate currency, Kia and David&Goliath are redefining how brands engage audiences during big cultural moments,” added Avi Pinchevsky, Executive Creative Director. “By creating an immersive second-screen experience, we’re not just riding the wave of the moment—we’re sparking conversations, and expanding reach in ways that feel both organic and unforgettable." 

Kia is offering up some of its most exciting models as prizes, including the highly anticipated Kia EV9 GT-Line, the rugged Telluride X-Pro, the electrifying EV6 GT-Line, and the dynamic K5 GT, with even more models up for grabs. 

Fans will have up to four chances to win, with opportunities to score each quarter, making every minute of the game feel like a potential win. As the gridiron battle unfolds, the biggest winner might just be the one who’s tapping on their screen instead of watching the field.

Abbreviated Rules

NO PURCHASE NECESSARY. Void where prohibited by law. Open only to legal residents of the 50 U.S./D.C., age of majority and older. Entry period ends: 5:30 p.m. ET on 2/9/25. Subject to full Official Rules, visit KiaSquares.com. Sponsor: Kia America, Inc. Vehicles shown for illustrative purposes only. Colors and options may vary.

CREDITS:

Agency: DAVID&GOLIATH
David Angelo Founder & Creative Chairman
Ben Purcell Chief Creative Officer 
Brendan Robertson Chief Strategy Officer
Avital Pinchevsky Executive Creative Director
Tiffany Smith Group Creative Director
Rick Standley Group Creative Director
Mike Czako Group Creative Director
John O’Hea Head of Automotive Art
Erick Monero Associate Creative Director
Diego Wortmann Associate Creative Director
Michael Molinaro ECD Design Director
Gabi Levi Group Strategy Director 
Kelly Slater Strategy Director 
Chase Culver Jr Strategist
Craig Stauber Data & Analyst Director
Jeff Cannata Group Communications Strategy Director
Amy Wu Sr. Communications Strategist
Peter Bassett Managing Director, Integrated Production 
Julia Lam Digital Producer 
Casey Edelman Integrated Producer
Quynh-An Phan Director of Business Affairs 
Kristina Van Associate Business Affairs Manager
Jermelia Holling Associate Traffic Director
Allison Draskovich Managing Director 
Jamie Friedman Group Account Director
Barbara Lopez Account Executive 
Eric Torres Account Executive
Mark McNaul Senior Product Information Manager  
Travis Ray Senior Product Information Manager
Amy Chiang Chief of Integration
Jon Cindric Associate Director, Project Management
Crystal Partida Jr. Project Manager

Production Company: 14Four
Harry Burgess Creative Director
Eric Narad Director of 3D Animation
Laura Kneeshaw Technical Lead
Jesse Ward Technical Lead
Quinlan King DevOps Engineer
Sean Tyson Producer
Murphy Mumm Executive Producer

Editorial House: Spinach
Robby Salisbury Editor
Adam Bright Managing Director
Jonathan Carpio Executive Producer
Patricia Gushikuma Producer

Mix: Racket Club
Nathan Dubin Mixer
Adrea Lavezzoli Executive Producer

Sweepstakes: Don Jagoda Associates
Ben Schaefer Vice President
Chariot Crespo Director
Nicolette Rossi Senior Account Executive
Dan Szewczyk IT Director