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#thinkAuto
Automotive
Stop interrupting what consumers
like…
Become what consumers like
Branded Content
Form
• Video
• Social
• Editorial
Distribution
• Television
• Film
• Social Channels
• Web Channels
Intent
• Entertain
• Inform
• Create Affiliation
Branded Content
We’ve evolved from just logos on the screen
We’re refuting old
Conventional Wisdoms
CW#1
• Integrations are non-working media dollars
• We don’t know how well it works
1 + 1 = 3
CW#2
•Audiences don’t like brands
in their entertainment
In fact, they do! Especially if it makes show authentic or more interesting
Branded Content Checklist
Is it a good-fit integration and add value?
―Does it work as a stand alone?
―Does it transcend the category?
Is it shareable
―Consumers are the new media network. They share and distribute.
Do you have good partners? ―Identify shared goals ―Not just a tactic, but a springboard
Kia & The Voice – Enabling Dreams
Kia Dream Seats Contestant Giveaway
Kia/Voice Video
Custom Videos “Voice Your Dreams” Pinterest Sweepstakes
Kia The Voice Sponsorship Elements
Social Media
2nd Screen Apps
Social Television
Social Media
Draws attention to and AMPLIFIES our association
EXTENDS the buzz
Results
:30s performed better in this program
Even higher brand recall than Season 2
Elevated Kia’s profile and image
15
Walking Dead Program Video
Survive and Drive Sweepstakes
AMC The Walking Dead Channel Paid Media Support
Story Sync Second Screen
Tucson VLP on HyundaiUSA.com
AMC Walking Dead Social Promotion
Hyundai Social Promotion with Paid Media Support
The Walking Dead TV Show
Viewers are Talking
Even the show’s creator
Hyundai became a part of the cast and storyline
We kept the momentum and conversation going
Between Season 2 and Season 3, we partnered with Robert Kirkman to create “Hyundai Undead” 360 program • Kirkman designed a custom Hyundai Elantra Zombie Survival Machine • First unveiled in The Walking Dead comic book #100
We kept the momentum and conversation going
• Physical version unveiled at San Diego Comic Con press event • Hyundai generated 500MM+ impressions • Continued association with the Walking Dead during off-season
Comic Con Vid
Two Brands – Two Approaches Kia –The Voice: Follow Your Dreams
Hyundai – The Walking Dead: Face Your Nightmares
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