13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

Kia NiroBot

Gold Distinction in Customer Service

Entered in Auto

About this entry

Our objective with Kia NiroBot was to provide people with immediate, friendly and engaging content about Kia's first-dedicated crossover hybrid delivered in a unique and entertaining way. With NiroBot, we set Kia up as a leader in automotive content experiences and also emerging platforms; conversational interfaces.

In the end, we wanted to reach people in a familiar space with useful content.

With 75%* of the world using messaging napps, we knew the way to do it was through a chatbot.

Why does this entry deserve to win?

Keep the bot AI behind the curtain: make it feel "real"

Storytell within a conversation

Prioritize user choice: users can access an "on rails" Q+A or free form Q+A with Niro

Create a consistent personality: NiroBot always talks like NiroBot

Clear and direct answers; providing the right content with a wink

Breadth of bot knowledge (from exterior colors to the hybrid powertrain to advanced safety features)

Staying agile and alllow for evolution (As one of the first OEMs in the US with a Facebook chatbot, our strategy evolved along with our bot…)

....And a few hidden gems / Easter eggs ("How many friends do you have?")


Since launching in November, more than 700,000 conversations have been sent, with an average conversation lasting of over 3 minutes.

In February 2017, Kia was the first automotive brand to release it's "Big Game" ad featuring Melissa McCarthy on the platform. During the game, NiroBot hosted a special contest, "Melissa's Precious Gear," giving away props from the commercial.


Video for Kia NiroBot

Produced by

Ansible, Kia Motors of America


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!