- The 2014 Kia Sorento and reality star Tia Mowry are featured in a new Web-based series for moms.
- The new product-placement effort features Mowry and mom bloggers as they run errands in the 2014 Sorento.
- The eight episodes will appear weekly on POPSUGAR.com, a women's lifestyle Web site.
Called Trips with Tia, the auto segment is one part of a "POPSUGAR Circle of Moms, Everyday Answers" series where Mowry run errands in the all-new 2014 Kia Sorento with her fellow mom friends in tow. Along the way, they discuss various parenting topics, offering suggestions and solutions to everyday parenting issues.
The series is one of the latest efforts by automakers to tap into the lucrative women's automotive market. Women buy more than half of all new cars and influence more than 85 percent of car sales, according to industry statistics.
"All told, women have full or partial say over a staggering $80 billion worth of spending on cars," according to Forbes.com.
Kia's new pitch sandwiches Sorento vehicle features in between moments in everyday life.
The first episode chronicles Mowry driving blogger friends to the store to pick up a tricycle for Mowry's son. Her friends discuss their experiences teaching their kids how to ride a bike, tying it to their own childhood memories. After Mowry puts the bike in the Sorento, she discusses how its power liftgate adjusts to the user's height.
Mowry stars with her sister in Style Network's Tia & Tamera. The reality show, which began in 2011, has chronicled Mowry's pregnancy with her now one-year-old son. The eight episodes will explore everything from relationships and everyday health to meal planning tips. Mowry will drive the Kia Sorento to different locations such as the grocery store, Pilates classes and to other moms' houses.
Kia is also hosting a "Behind-the-Scenes Pin to Win" giveaway that has social media-using moms pick their favorite photograph from the Trips with Tia segments and pin that photo to their Pinterest board. The prize is a $250 gift card that can be used for "your child's favorite toy," according to contest rules.
Edmunds says: The 2014 Kia Sorento becomes part of the story in a new series.