Kia Motors has announced a new video contest centered on its new Soul, er, "Urban Passenger Vehicle," as the manufacturer now calls it. Grand prize is $10,000, and Kia's motive, ostensibly, is to find "the next big Internet star." The real motive, of course, is increased media attention for the Soul and the brand overall, which we're blatantly helping them with here. Based on the tagline for the Soul, "a new way to roll" -- made popular through TV and online spots featuring hip-hop hamsters reprising a Black Sheep classic -- users are asked to submit Kia Soul-themed videos showing "how they roll." (Yes, this is all a bit painful, but it's $10,000 and we thought the video-savvy among you might like to know.)
After whittling down the submissions to the final eight, the remainder of the "Who's Next?" contest will be judged by three "YouTube celebrities" (seriously?), with the final two contestants flown to Los Angeles for the final judging and the grand prize. Judging begins Aug. 9; voting opens to fans on Aug. 20.
So, to recap: shameless Kia promotion centered on the Soul; video contest; YouTube celebrities (again, seriously?); and, most importantly, $10,000.
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