To introduce its high-end 2014 Cadenza to influencers and tastemakers Kia has partnered with OpenTable, the dining reservation web site, and the high-end foodie web site LuxeEpicure in a series of “dine and drives” that promote its first entry into the premium car market. The eight-city tour, dubbed the Cadenza Experience, also marks Kia’s entrée into the epicurean space.
The Cadenza Experience begins with a test drive of the Cadenza followed by a four-course meal prepared by a celebrity chef at a top-notch restaurant. The tour launched in Washington, DC at Fiola restaurant where guests dined on a meal prepared by chef Fabio Tabocchi. In New York City, the event took place at Tom Colicchio’s Riverpark restaurant. Additional events will be held at Michelin Star restaurants in Atlanta, Boston, Chicago, Dallas, Los Angeles and Philadelphia.
Guests at the events are OpenTable VIPs and current Kia owners or Cadenza hand-raisers. At check-in, guests register either to drive a Cadenza or be driven in one. After the drive, they give their feedback on the experience and impressions of the car by filling out a survey. Those who opt in receive a follow-up from a local Kia dealer. In addition to an intimate gourmet meal, they can enjoy “mocktails” and hors d’oeuvres and have their photo taken in front of a step-and-repeat for social sharing.
“The Cadenza launch signals a new era for Kia and provides an opportunity to engage and interact with consumers who may not have looked at the brand before in intimate and impactful environments such as the Dine and Drive events we’re hosting for food lovers in major cities across the country,” Michael Sprague, evp-marketing and communications at Kia, told Buzz. Agency: RGM Group, Santa Monica, CA.