FIFA Automotive Partner Hyundai/Kia’s Global/Local World Cup Twin Strategies

June sees official Brazil 2014 automotive partner Hyundai/Kia (which is providing 1,021 vehicles to the tournament) accelerates its global and local market World Cup activation applying varying tactics across its international initiative and its key country campaigns. While its global, multi-phase and content-rich ‘Glorious Journey’ offers a bit of something for everyone to most demographics and segments around the world, its local campaigns are more tightly based on country-specific insights. For example its US #BecauseFutbol initiative connects brand loyalty to fan passion (thus leveraging its No1 US loyalty car category status), whilst its UK its Copa90 YouTube channel partnership sees it focus on the heavy YouTube use of committed British football fans. In Brazil, its ‘Hexagarantia Hyundai ‘extended warranty led campaign is a play on words (as Hexa means six and the host nation is seeking its sixth World Cup trophy). While sister company Kia in the USA leverages its previous Super Bowl work and specifically targets NFL fans via an old school ‘sex sells’ supermodel fronted ‘Become A Fan‘ initiative.
 

Featured

NFL Sponsorship > An Introduction

NFL Sponsorship > An Introduction

Overview of NFL commercial partnerships: from league history and structure, to its sponsorship explosions – inc. strategy, tactics, great work, future challenges and NFL objectives. Download Report.

Activative Source Monthly – April 2014

Activative Source Monthly – April 2014

Golf activation and The Masters, marathon marketing (London & Boston), Play-Off promos aren’t just about ticket sales & TV ratings, plus Coke v Pepsi’s World Cup cola wars. >>

Activative Source Monthly – March 2014

Activative Source Monthly – March 2014

Samsung’s Oscar selfie stunt, innovative activation at SXSW, why marketers love NCAA March Madness, AB InBev’s World Cup portfolio partnership and horse race activation. Download Report.

Activative Source Monthly – February 2014

Activative Source Monthly – February 2014

Pepsi’s Super Bowl strategy, Big Game guerillas, equality dominates Sochi 2014, social democraticises A/W fashion weeks, 6 Nations analysis & tech leadership showcase. Download Report.

Activative Annual 2014 > Yearly Trends Review

Activative Annual 2014 > Yearly Trends Review

Our annual 2014 report explores stand out activation from around the world of culture, music & sport: showcasing the most innovative work from the past 12 months. Download >>

‘Embracing Social’ > ESA Seminar Presentation

‘Embracing Social’ > ESA Seminar Presentation

Activative’s stimulus/best practice presentation at the European Sponsorship Association’s November ‘Embracing Social’ seminar/workshop. Download presentation pdf.

Football Activation > Best Practice Report 2013

Football Activation > Best Practice Report 2013

Covering official and ambush work from major tournaments to grass roots initiatives, our report analyses contemporary trends and tactics (30 case studies from 15 countries). Download sample extracts >>

Premium Drinks Sector > Sponsorship Evolution

Premium Drinks Sector > Sponsorship Evolution

Our report explores the evolution from traditional sponsorship models to flexible content creation partnerships via 10 premium drinks brand case studies. Download sample extracts pdf.

Music Sponsorship Case Studies > Ideas+Inspiration

Music Sponsorship Case Studies > Ideas+Inspiration

Sample extracts from our recent showcase of contemporary trends, original thinking and best practice in contemporary music (live & recorded) sponsorship activation. Download presentation extracts pdf