Kia Stays Cool with Vans Warped Tour
As a man in my late ‘20s who used to teach high school, and I can tell you that what was once “cool,” even when I was a teenager, really isn’t cool anymore. Kids today wear all kinds of different clothes, listen to new bands, have new slang and catch phrases, new technology, and even a new sense of humor. When I was in high school, I wore baggy clothes, listened to Boyz II Men and Bone Thugs ‘n’ Harmony, and didn’t even dream of owning a cell phone. That was enough for me then, even if it wouldn’t be enough for kids now.
However, some things never stop being cool. Green Day, for example, is a band that kids loved in the mid-‘90s and still love today. Music in general is still something that adolescents love, and teens still put a lot of stock in driving what they and their friends would consider a “cool” car. In Gurnee, Kia dealerships are hoping that their parent company’s partnership with the Warped Tour brings more love and attention their way, as kids who go to the huge music festival to see Blink 182, Alkaline Trio, Dropkick Murphys and others will be exposed to Kia promotions that could dramatically enhance their view of the automaker.
The partnership between Kia and Warped Tour starts with the Soul Lounge, which gives concert-goers all sorts of information about the top Kia vehicles, most notably the lounge’s namesake, the Soul. It’s sleek look and personalization options make it a top choice among younger demographics, and that’s why they’re pushing that as the main car in the promotion.
There also will be live DJs spinning records, airbrush tattoo artists, and autograph tables for hot bands like Hey Monday and NeverShoutNever. Also, Kia representatives will be handing out a select few VIP wristbands that allow certain patrons access to a special hi-rise seating area for a bird’s eye view of all the great music being played.
Honestly, all that would’ve been cool when I was in high school, too, and it would’ve been cool for my parents, and their parents as well (though I’m not sure what Warped Tour 1932 would’ve looked like—headlined by Lawrence Welk?). This year’s ticket clearly is a hot Waukegan buy. Used car salesmen in the area are hoping the backlash from the promotion allows for higher sales. That’s Kia’s goal, at least, and it’s a pretty cool one. Pretty cool indeed.
