Hyundai and Millennial Media Build Awareness with Targeted App Download Campaign

In this month’s Millennial Monthly, we highlighted a campaign that we recently ran for our Hyundai client. We continue to see more and more advertisers utilizing mobile to connect with their target consumers on a personal level. This campaign provides an interesting example of how a brand can effectively use targeting techniques and engaging creative to drive their objectives.

In order to build awareness and consideration for their new Equus luxury sedan, Hyundai turned to us to target their core consumer – affluent males.  By utilizing demographic targeting to reach males and BlackBerry users (the highest segment of device owners earning more than $100,000, according to Nielsen) to reach an affluent base, Hyundai was able to directly impact their results by ensuring their campaign reached their target consumers.

Each consumer who was served Hyundai’s ad was able to engage with a “Hyundai Greetings” BlackBerry application – designed and produced by Millennial Media.  The application enabled consumers to create customized greeting cards 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 Hyundai brand to their target audience. A post-campaign brand study revealed a significant, double-digit lift in the brand’s favorability with its target consumer.

Download the full Campaign Summary to learn more about Hyundai’s mobile Equus campaign.