NEW YORK Kia is sponsoring a six-episode reality series on Spike TV in June in which eight hopefuls vie for a job with a major record label. The series, tentatively titled On the Road, will be filmed during the band Sugar Ray's 18-city tour.
Presenting sponsor Kia will highlight its youth-skewing Spectra compact sedan on the show. They will also be showcased during the tour, which starts April 8 in New York. Support includes ads that will appear in Rolling Stone, on local radio and online.
Grey's branded-entertainment arm, Alliance in New York, created the concept and pitched the idea for Kia. Alliance president and CEO Jarred Moses said the car would be visible in the show, but not blatantly.
"[Kia was] the first one to say they didn't want to be overexposed in the property," Moses said.