As World Cup season heats up, brands are competing for consumers’ attention. Not an easy feat amidst 32 teams and 64 matches. Auto brand Hyundai shined with humorous ads tied to trending hashtag #becausefutbol, and a contest that engaged fans before and during the matches.
Prior to the World Cup, Hyundai asked fans to submit slogans for their country’s teams for a chance to win a trip to the event in Brazil. Hyundai chose 32 finalists, one from every country, and posted their slogans on the FIFA site. (One of the 32 will attend the 16th match.) During the World Cup, Hyundai invited fans to pin photos of themselves enjoying a game to the microsite worldcup.hyundai.com. So far, the Hyundai Pin My Fan Park map has 271,000 pins. Hyundai complemented the World Cup campaigns with frequent Facebook posts, showing the most recent Pin My Fan Park pins and soliciting engagement with questions such as “Which Hyundai car suits as a goal keeper?”
L2’s upcoming Digital IQ Index: Auto report classifies Hyundai as a ‘Gifted’ brand, partially due to its investments in the 2014 World Cup. Hyundai’s campaign resonates because it chooses to tap into the excitement already surrounding a global event, rather than promote a branded message. The hashtag #Becausefutbol has more than 2,000 mentions a day on Twitter, many of them from fans blaming their bad decisions (skipping work, staying indoors on a nice day, screaming) on the World Cup.
For more on how Auto companies are using sporting events to their advantage, stay tuned for L2’s Auto report.