Hyundai Kia motors, is part of the 6 FIFA official World Cup partners with adidas, Coca-Cola, Emirates, Sony and Visa. The automotive brand found a compelling way to not only leverage its World Cup marketing rights, but to engage fans to contribute to its marketing activation. “Be there with Hyundai” was born.
Hyundai created a contest on FIFA.com and engage users to create and submit slogans in support of the national teams which have qualified for the 2010 FIFA World Cup South Africa. The chosen slogan will be displayed on the official team bus and therefore will have an impactful exposure during the event. The winning slogan owner is awarded with a Hyundai i-10 car, or equivalent in the country where this car is not available.
On May 15th, the 32 official World Cup buses were unveiled and received a strong acknowledgement from fans and brand exposure. This was a very smart and powerful way from Hyundai to engage fans, enhance its brand association with the World Cup, communicate to an audience which would not necessarily buy Hyundai cars. The slogan is displayed in the country local language with an english subtitle underneath it when needed.
“Kudos” to Hyundai who found a very powerful way, not only to reach out to football fans, but ultimately potential new consumers, tapping into a new audience and most importantly showcasing with a strong impact its association to the biggest sport event in the world.
As usual, your thoughts and comments are welcome.