Kia kicks off its own Big Game before Super Bowl LIX

Kia Big Game

This year, Kia is shifting gears beyond traditional advertising, bringing an interactive experience directly to fans’ mobile screens. Introducing Kia Squares, a high-stakes mobile game launching on football’s biggest night, giving fans a chance to win one of four brand-new Kia vehicles—all while keeping the excitement alive, even during commercial breaks.

Developed in collaboration with longtime AOR, David&Goliath, Kia’s latest campaign turns spectators into active participants. Kia Squares takes the classic “Squares” game and upgrades it with an interactive, high-tech twist. Each quarter, players will be entered into a drawing to win a brand-new Kia—making every moment of the game a potential game-changer. Take a look below:

How It Works

On Sunday, February 9, while over 123 million viewers tune in for football’s biggest showdown, Kia is launching a game of its own. Fans can visit kiasquares.com through Kia’s Instagram and TikTok channels to pick their square on the game grid.

Here’s the play-by-play:

  • The grid opens at 12:00 AM EST on February 4 (9:00 PM PST on February 3) and closes at 5:30 PM EST on February 9 (2:30 PM PST).
  • Once entries close, each square is randomly assigned numbers (0-9).
  • The last digit of each team’s score at the end of each quarter determines the winning square.
  • If your square wins, you’ll be entered into a random drawing for a chance to drive home in a brand-new Kia.

What’s Up for Grabs?

Kia is offering some of its most exciting models, including:
Kia EV9 GT-Line – The highly anticipated all-electric SUV
Telluride X-Pro – Built for adventure and rugged terrain
EV6 GT-Line – A high-performance electric crossover
K5 GT – A dynamic sports sedan with serious power

With four chances to win—one per quarter—every play of the game could mean a major win for fans.

“Kia has always been part of the Super Bowl conversation. This year, we wanted fans to engage with our brand beyond just a :60-second ad,” said Ben Purcell, Chief Creative Officer at David&Goliath. “Kia Squares brings sports and technology together in a way that keeps fans engaged—and offers them more than just bragging rights, but a chance to win a brand-new car.”

Avi Pinchevsky, Executive Creative Director, adds, “In a world where attention is currency, Kia and David&Goliath are reimagining how brands engage audiences during major cultural moments. With Kia Squares, we’re not just riding the moment—we’re creating an immersive experience that sparks conversations and makes an unforgettable impact.”

As the gridiron battle unfolds, the biggest winner might not even be on the field—they could be the one tapping their screen instead. To enter and get full details, visit kiasquares.com.

For more of Reel 360 News’ Super Bowl coverage, click here.

CREDITS:

BRAND: Kia

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

EDIT: 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

REELated:

Sit back and chill with Häagen-Dazs Super Bowl spot

Kia Big Game

This year, Kia is shifting gears beyond traditional advertising, bringing an interactive experience directly to fans’ mobile screens. Introducing Kia Squares, a high-stakes mobile game launching on football’s biggest night, giving fans a chance to win one of four brand-new Kia vehicles—all while keeping the excitement alive, even during commercial breaks.

Developed in collaboration with longtime AOR, David&Goliath, Kia’s latest campaign turns spectators into active participants. Kia Squares takes the classic “Squares” game and upgrades it with an interactive, high-tech twist. Each quarter, players will be entered into a drawing to win a brand-new Kia—making every moment of the game a potential game-changer. Take a look below:

How It Works

On Sunday, February 9, while over 123 million viewers tune in for football’s biggest showdown, Kia is launching a game of its own. Fans can visit kiasquares.com through Kia’s Instagram and TikTok channels to pick their square on the game grid.

Here’s the play-by-play:

  • The grid opens at 12:00 AM EST on February 4 (9:00 PM PST on February 3) and closes at 5:30 PM EST on February 9 (2:30 PM PST).
  • Once entries close, each square is randomly assigned numbers (0-9).
  • The last digit of each team’s score at the end of each quarter determines the winning square.
  • If your square wins, you’ll be entered into a random drawing for a chance to drive home in a brand-new Kia.

What’s Up for Grabs?

Kia is offering some of its most exciting models, including:
Kia EV9 GT-Line – The highly anticipated all-electric SUV
Telluride X-Pro – Built for adventure and rugged terrain
EV6 GT-Line – A high-performance electric crossover
K5 GT – A dynamic sports sedan with serious power

With four chances to win—one per quarter—every play of the game could mean a major win for fans.

“Kia has always been part of the Super Bowl conversation. This year, we wanted fans to engage with our brand beyond just a :60-second ad,” said Ben Purcell, Chief Creative Officer at David&Goliath. “Kia Squares brings sports and technology together in a way that keeps fans engaged—and offers them more than just bragging rights, but a chance to win a brand-new car.”

Avi Pinchevsky, Executive Creative Director, adds, “In a world where attention is currency, Kia and David&Goliath are reimagining how brands engage audiences during major cultural moments. With Kia Squares, we’re not just riding the moment—we’re creating an immersive experience that sparks conversations and makes an unforgettable impact.”

As the gridiron battle unfolds, the biggest winner might not even be on the field—they could be the one tapping their screen instead. To enter and get full details, visit kiasquares.com.

For more of Reel 360 News’ Super Bowl coverage, click here.

CREDITS:

BRAND: Kia

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

EDIT: 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

REELated:

Sit back and chill with Häagen-Dazs Super Bowl spot

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