Home  › Marketing › Automotive
hyundai

Social Media Drives Hyundai 'Uncensored' Campaign

  |  August 24, 2010   |  Comments

YouTube and Facebook provide opportunities for consumers to comment on the Sonata.

Hyundai’s "Uncensored" campaign for the 2011 Sonata, which started July 5 and continues through August, began with TV spots and concludes with driving events in 10 major markets. But the bulk of the campaign is social media, with YouTube and Facebook being used to provide opportunities for consumers to comment on the Sonata and competitive cars in an effort to drive sales.

Uncensored is a testimonial campaign, but the testimonials don’t come from satisfied customers; they come from prospective buyers who drive the Sonata and compare it with other cars on hidden camera. TV spots feature clips of those comments, and on YouTube extended videos and outtakes are also available.

hyundaiUntil last Friday, a tab on Hyundai’s Facebook page accepted applications for a test-drive program that starts this week. Fifty drivers were selected from more than 7,500 entries to drive a Sonata for 30 days and post regular comments on the Facebook page. “They can put positive and negative comments up there; it’s direct from the voice of the consumer,” said Monique Kumpis, Hyundai’s experiential marketing manager. The drivers will be given flip cams so they can shoot their own videos and post them on Facebook.

Innocean Worldwide Americas, an Irvine, CA agency that’s owned by Hyundai, created the Hyundai YouTube page, where viewers can comment on the cars and view 28 videos, which include Innocean’s five TV spots and 23 outtakes, which run longer or shorter than the standard :30s. “Cool footage of people talking about Lexus and Mercedes is one of the outtakes,” said Milind Raval, Innocean’s director of interactive marketing. “YouTube is a social media video site that’s perfect for collecting uncensored real life feedback."

The agency reskinned the YouTube page with quotes in the background to promote the "uncensored" theme and used the same skin for its Flash banner ads, which are running on major car sites including Edmunds, Kelly Blue Book, AOL Autos, MSN Auto and Cars.com. Behavioral targeting is also being used to send ads to people who have visited car sites. The ads direct viewers to the Hyundai YouTube page or to Hyundai.com if they express interest in a particular car.

Most of the videos on the YouTube page have received less than 2,000 views, but Sweet Ride has more than 24,000 and Are You Kidding Me over 8,000. Hyundai will also use Facebook metrics to measure the campaign, with data that counts the number of new fans and views of videos on the page, Kumpis said.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...