Kia's 'Justice League' Sorento SUV Is Marketing with a Hint of Heroism
The seven-passenger Sorento's seats are emblazoned with the logos of each member of DC's premier super-team, the Justice League: Aquaman, Batman, Cyborg, Flash, Green Lantern, Superman and Wonder Woman. Stylized art featuring all seven characters covers the Sorento's side panels and hood.
DC Entertainment President Diane Nelson unveiled the new Sorento at San Diego Comic-Con with help from executives from Kia and eBay (EBAY), which is auctioning a customized vehicle with finished art from DC Comics Co-Publisher Jim Lee.
Proceeds from the sale, which includes art and other DC-themed collectibles, benefit the "We Can Be Heroes" campaign to eliminate hunger in the horn of Africa. Since kicking off the campaign 19 months ago, DC has raised $2.3 million to help 5 million in need. There were five bids on the Sorento as of publication, and it had been bid up to $36,000.
For investors, DC's generosity through "We Can Be Heroes" could be a tailwind in Time Warner's (TWX) branding efforts. We've certainly seen it work elsewhere. For example, Whole Foods (WFM) is so well-known for conscious capitalism that shoppers spend more for the privilege of buying from the grocer.
In the same spirit, wouldn't some fans spend a little more on DC comics and merchandise if doing so also helped to make the world just a little better? Leave a comment to let us know what you think.
Motley Fool contributor Tim Beyers owned shares of Time Warner at the time of publication. Connect with him on Twitter, where he goes by @milehighfool. The Motley Fool recommends eBay and Whole Foods Market. The Motley Fool owns shares of eBay and Whole Foods Market. Try any of our Foolish newsletter services free for 30 days.