Kia Goes Gaga for Yo Gabba Gabba

Posted on by Beth Negus Viveiros

yo6.JPGThis past weekend, my family had the pleasure of attending
Yo Gabba Gabba! Live, where we got a mighty helping of fun kids music, with a big ol’ side dish of marketing from Kia to boot.

Why would the automaker want to hitch its bumper to this kids’ property in particular? There’s several reasons, the main one being that the parents at Yo Gabba Gabba shows are just as engaged as their children.

For those not hip to the show, as the name implies it mixes a rap/punk sensibility into the kids TV genre, wrapping practical lessons like “eat your veggies” and “don’t bite your friends” into catchy tunes parents and kids can’t help sing along with. The Gabba Gang are a collection of friendly monsters led by DJ Lance Rock, who could best be described as Bootsy Collins’ younger, kid friendly brother.

Muno, the tall red one eyed monster, appeared in the Kia ad that debuted during the Super Bowl (the spot where the toys take a car for a joyride).

At the Boston performances of Yo Gabba Gabba! Live, Kia had a new model parked in the lobby of the Wang Theater, so parents could get a better look. During the intermission, they were urged to do just that by a peppy man and woman dressed in Gabba-esque attire, who first led the kids in a “Dancey Dance” and then snuck in the Kia plug.

And as a takeaway, everyone was given DJ Lance style cardboard specs, imprinted, of course, with the “sponsored by Kia” tag.

Was it a good buy for Kia? The audience

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