Hyundai: The Walking Dead chop shop

This case study describes how Hyundai, the automaker, used a partnership with TV program The Walking Dead to build relevance with US Generation Y using a mobile app.

Hyundai: The Walking Dead chop shop

Category: Engaged Community Brand/client: Hyundai / Hyundai Lead agency: INNOCEAN USA Contributing agencies: Bossa, Skybound Entertainment, Initiative and Future US Inc.

State of the marketplace & brand's business

Hyunda Hyundai 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. Tracking studies showed us that among the 18-34 Gen Y audience, opinion for the Hyundai brand was 16% below the general market.

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