Hyundai Ramps Up Football Content Offering for World Cup
As official sponsor of the Fifa World Cup since 2002 and having recently extended that partnership deal through to 2022, Hyundai is gearing to boost customer loyalty amongst football fans by focussing on social media content which gives Britons a feel for the Brazil experience.
While Hyundai has previously used the Fifa sponsorship to raise brand awareness, it is now using content to focus on developing a "sustainable fan base". Their campaign this year will target the armchair football fan demographic, who are typically aged over 35 and with a family.
Hyundai's UK Marketing Director, Andrew Cullis, has explained that the aim of their new strategy is give those stuck in the UK a real taste of the Brazil experience, with the knock on effect of having fans reappraise Hyundai as a "more progressive and creative brand".
Previously the car brand has used social media to engage people using competitions. While this will still be the case, Hyundai's fresh approach has the objective of engaging fans in a "more intelligent way" and giving them reason to seek out Hyundai for football-related content over other brands.
In addition to this new content strategy, Hyundai will be running a broader global awareness campaign. Their ads will run in the stadiums and a TV spot featuring Hyundai's brand ambassadors will air during England group games.