Cannes Lions

HYUNDAI FAN PARK EURO 2012

HAVAS MEDIA GROUP, Madrid / HYUNDAI / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Before every match things warm up in Facebook and Twitter, with our Fan Team travelling to Poland and Ukraine, and with press and TV.

On match day we call the fans nearby Real Madrid’s stadium. And if you’re not in Madrid, the MiHyundaiFanPark app lets you make your own Fan Park wherever you are, collecting the Party Kit from a Hyundai dealer.

During the match Twitter and Facebook thrilled people in Spain, letting them “X-ray” the fans’ feelings. At the final whistle, the social networks were red hot.

Between games the virtual Fan Park keeps us updated with what’s going on, following the daily lives of team and fans in Facebook, Twitter and YouTube.

Also, we made Iker Casillas a Hyundai ambassador – well, he can stop anything except a Hyundai ix35. He looks out over the Fan Park from a 2400 m2 billboard on one of Madrid’s tallest buildings.

Outcome

- +80% TV coverage; +29 million impacts (Kantar Media).

- High raise awareness, reaching a highest peak of 11,8 point, increasing the average from 7,4 to 10,2 (IOPE). Increasing Total recall (78%) and TOM up (IOPE).

- Fan Park attendance success, with a total attendance of 627.000 (Madrid Council).

- Outstanding performance in Social Media.

- 47.321 visitors to the Hyundai EURO microsite. (Comscore)

- 23.861 new Hyundai fans in Facebook.

- 2.362 MiFanPark virtual Fan Park created. (Mobext)

- 190.164 click in display campaign and 20.962 clicks in ad words campaign.

- 407 new followers in Twitter (Twitter).

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