Kia Employs Scare Tactic

This may be the best sign yet that auto dealers are regaining an appetite for sponsorship.

Glendale Kia is the official presenting sponsor of "Chucky's Funhouse" Maze at Universal Studios Hollywood's Halloween Horror Nights.

"Halloween Horror Nights is an ideal setting to reach Kia Soul's target demographic," said Stephanie Testa, vice president of corporate alliances of Universal Studios Partnerships & Licensing. "Glendale Kia and Universal are deploying numerous experiential marketing activations such as 'Test Drive & Win' ticket promotions, online on the Halloween Horror Nights Web site and a mobile application to help drive consumers to Glendale Kia."

A decorated 2010 Kia Soul vehicle installation will be places within the Chucky's Funhouse maze allowing guests to see, touch and feel the new model.

"Glendale Kia strives to connect with our consumers and what better way than sponsoring an amusing and spirited event as Chucky's Funhouse at Universal Studios Hollywood Halloween Horror Nights," said Pete Mehrabian, General Manager of Glendale Kia. "The creativity and excitement behind the launch of Kia's all-new 2010 Soul fits perfectly with the imagination and thrill behind this popular Southern California Halloween event."

Here's a amateur video of the Funhouse Maze. If you catch the Kia, drop us the timestamp in comments to this post.

The 2010 Kia Soul was launched last May and is marketed to a younger demographic than other Kia models. Glendale Kia has been the #1 volume Kia dealer in California for three consecutive years.

Is this a clever holiday tie-in for Cali's biggest Kia dealer or a scary bad waste of marketing money?