Hyundai: The Walking Dead Chop Shop

This case study explains how Hyundai, the car maker, created an app to engage with US fans of 'The Walking Dead' TV show during its sponsorship, in order to engage rather than interrupt them.

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...

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