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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