Hyundai: The Walking Dead Chop Shop
INNOCEAN USA, Big Block LA, Bossa, Initiative + and Skybound
Background
Hyundai has been on the rise with sales increasing by 89% from 2009–2012.1 The brand had built a solid reputation as a rational choice among average car shoppers. But among the highly desirable youth audience driven more by their interests and passions, reason alone wasn't enough to get them excited about the Hyundai brand.
Involve the fans vs. interrupting them
In the fall of 2013, Hyundai had product placement in the second season of The Walking DeadTV show as...