Brandjacking is getting tired

I'm a lover of a decent brandjacking, where a brand, campaign, hashtag, etc. gets hijacked by someone else.

However it needs to be done elegantly and with more style or impact than the brand being 'jacked'. If it isn't... then it falls on its face.

And in my opinion this is what Kia have done with their promoted tweets intended to leverage off the marketing mammoth that is XFactor.