Hyundai FIFA World Cup Campaign

2014 | Innocean USA

Project Summary

Elevate Hyundai's brand recognition with a creative campaign across online and offline channels, giving audience members the ability to tap into the soccer community, find like-minded fans, and voice their own passion. The website was built on Tumblr, where a steady stream of high-quality World Cup content was strategically published. Soccer fans could enter their location to see where fans of their team would be watching the games in their area, and could view real-time tweets from each location. Users could also participate by creating and sharing their own World Cup memes.

Role

Director of User Experience

Responsibilities

Focus groups and user research
User flows and UX design
Prototypes and wireframes
Consultation in brainstorm and design sessions

Work Samples

Focus Group Insights
Wireframes
Axure Prototype

Results

300% increase in brand recognition
1130% brand lift in social media activity with 79% positive sentiment
2.4 million engagements (4x industry average)
92% more social media activity than other car makers
Second-most frequently used World Cup hashtag

Recognition

2015 ADDY Silver Award Winner
2015 Clio Sports Bronze Award Winner
2015 A-List Hollywood Silver Award Winner
2015 IAB MIXX Awards Shortlist Honors
FWA Site of the Day

Featured in a keynote by Yahoo CEO Marissa Mayer to creatives in Cannes.

Credits

Innocean USA, Huntington Beach
Tool, Los Angeles
Embark Interactive, Canada

Categories

ApplicationsDesktopEmailMobile/TabletRemote ControlSocialTouchscreenWebsites

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