USA, Kia Steer 'Psych' Deal


USA Network has parked a deal with Kia Motors America to sponsor new episodes in the second half of Psych’s third season, which debuts Jan. 9 at 10 p.m.

Under the partnership, Kia Motors and USA will showcase a custom vignette featuring Psych stars James Roday and Dulé Hill, who play Shawn Spencer, who possesses uncanny powers of observation, and his best friend Gus, respectively.

The 30-second spot, which drives viewers to tune-in throughout season, features all-new brand attributes of the Kia Optima. In the vignette, Shawn and Gus find themselves running for cover behind a silver Kia Optima after being chased by a gunman. They escape by tricking the gunman into setting off the alarm, a high-tech system featured in the new Kia. Shawn then fantasizes about driving off in the Kia Optima with the breeze blowing through his hair when suddenly Gus shakes him back to reality.

The spot will air during Psych installments from Jan. through Feb. 20, 2009.

“USA’s close collaborative partnership with Kia Motors has fashioned a truly organic showcase of the exciting Kia Motor’s brand and the adventurous verve of Psych’s lead characters,” said Chris McCumber, USA’s executive vice president, marketing, digital brand and brand strategy, in a statement.“This is an innovative partner solution that USA can offer to our client.”

Added Kia vice president of marketing Michael Sprague: “Kia Motors is always looking for creative methods to engage consumers, and this sponsorship with USA Network will bring the brand into people's living room and showcase our dynamic vehicles through a new approach. The Kia Optima is a fantastic example of the brand's extensive and ever-expanding lineup and our commitment to bringing exciting and enabling vehicles to the U.S. market.”