In an effort to reach younger drivers—and to hype the new youth-oriented Soul hatchback—Kia Motors America for the first time is sponsoring this year’s Vans Warped Tour.
“This allows us to really actively engage a younger audience ” Kathryn Cima sponsorship and promotions manager for Kia told Buzz. “We’ll be able to create a really well-rounded program.”
Although the brand is still working out specific activation details they will be hosting a gathering area on site—called the Soul Lounge—where concert attendees can stop by to get out of the heat sign up to enter a sweeps to win a new vehicle and participate in meet-and-greet with bands and other artists. The brand will also have a presence on the tour’s website.