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IRVINE, Calif. — Social-media marketing is sweeping the auto industry, and Kia Motors America has gotten in on the act to help promote its Soul "urban passenger vehicle."

The company has introduced a YouTube talent contest centered around the vehicle that encourages consumers to post videos showing "how they roll," which plays on the Soul's tagline of "a new way to roll."

The submission period for "Who's Next?" opened Tuesday. The winner of the grand prize of $10,000 will be announced in Los Angeles. The top two finalists will be provided free airfare to L.A. for the unveiling of the winner.  

"The Kia Soul has attracted a new audience to the Kia brand, and engaging these fans through the ‘Who's Next?' contest gives them the opportunity to have fun with the Soul's playful personality," stated Michael Sprague, vice president, marketing and communications for KMA.

"Social media is an important part of the marketing strategy for Soul, and engaging passionate enthusiasts in this space creates additional opportunities to build buzz through a new, interactive experience," he added.

A panel of YouTube celebrity judges — which includes SMOSH (a comedy duo), ShayCarl and Lisa Nova — will pick out what it considers to be the top eight submissions. These select contestants will then vie for the top prize through three rounds of viewer voting.

The videos can be checked out at www.youtube.com/kiasoul. The judging portion of contest is slated to start Aug. 9. Then on Aug. 20, fan voting will commence.