Following the success of its Super Bowl advertising debut last year, Kia Motors America is returning to the big game with a fully integrated and interactive marketing campaign incorporating TV, digital, print, social media and in-dealership components to introduce the all-new 2011 Optima midsize sedan. At the center of the initiative is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled ‘One Epic Ride,’ and Kia will extend the campaign by giving away up to five Optimas through its ‘One Epic Contest.’

In ‘One Epic Ride’ ad created by David&Goliath people across space and time—from a police officer and an international villain to aliens and an ancient chief—will go to great lengths to snatch the all-new Optima from the clutches of others and put themselves behind the wheel.

Beginning January 25, registration is open for Kia’s ‘One Epic Contest,’ which invites consumers to embark on their own adventure through an online grid-based hieroglyphic game set in an ancient temple for an opportunity to win one of five all-new 2011 Optimas. In the days leading up to the Super Bowl, gamers must use their wits and discover clues hidden within various media channels, including 15-second TV spots, print ads and social media postings, to answer a series of four questions. A fifth question will be revealed the moment ‘One Epic Ride’ airs during the Super Bowl on February 6, and the answer can be found within the spot.

Participants must correctly type the answer to each question at the website. Upon answering all five questions correctly, a final challenging puzzle game will be revealed and the first five participants to solve the final puzzle before February 7 will win an all-new 2011 Kia Optima.

In addition to the Super Bowl campaign, the all-new 2011 Optima is featured on a Times Square billboard and recently appeared in a made-for-cinema 60-second spot titled ‘Sweet Dreams.’