Hyundai Test Drives Mobile to Increase Engagement & Purchase Consideration

GOAL

Create an engaging mobile experience that builds awareness and consideration for the Equus, Hyundai’s new luxury sedan.

SUMMARY

Smart Targeting

According to comScore, 62% of men access auto content via their mobile devices, with most earning more than $75,000. Hyundai utilized demographic targeting and Millennial Media’s cross-platform network to reach this audience. They also targeted BlackBerry users (the highest segment of device owners earning more than $100,000 according to Nielsen), a smart strategy as these consumers closely mirrored the target audience for the luxury Equus.

Engaging Mobile Experience

Coupled with a mobile campaign, Hyundai’s target audience was able to engage with the new, premium sedan via an innovative “Hyundai Greetings” BlackBerry application, designed and produced by Millennial Media. The application enabled these socially-savvy and personable consumers to create customized greeting cards in various themes (birthday, love, congratulations, etc.) that could be sent to friends and family via email, Facebook or Twitter. Users could customize the card with their own message, recorded audio and/or photo. This unique mobile experience delivered both value and extended engagement with the brand to their target audience.

RESULTS

• A post-campaign brand study revealed a significant, double-digit lift in the brand’s favorability with its target consumer.
• An engaging mobile experience and application, submitted to the BlackBerry App World by Millennial Media on behalf of the client that continues to deliver value even after the campaign has ended.