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SBD Global/June 4, 2014/Marketing and Sponsorship

Hyundai Targeting Those Over 35 With Family In World Cup Content Push

Hyundai is “stepping up” its social media strategy for the World Cup as it "looks to engender loyalty among football fans by creating content that brings the experience of Brazil to Britain," according to MARKETING WEEK. Hyundai has been an official sponsor of the FIFA World Cup since '02, and "recently inked a deal" to extend the partnership through '22. Hyundai U.K. Marketing Dir Andrew Cullis said while it has previously used the sponsorship to raise awareness of the brand it now wants to start building a more “sustainable fan base.” This year’s campaign "will target armchair football fans, typically those aged over 35 and with a family." Cullis said that the aim "is to offer those stuck in the UK who won’t get to experience Brazil first hand to get a feel for the country and the tournament and to reappraise Hyundai as a 'more progressive and creative brand.'" Hyundai has partnered with YouTube channel Copa 90 "to create the content, rather than doing it itself, to make the programmes 'more meaningful.'" It will air 13 shows reviewing the host cities, as well as interviews with sports fans, celebrities and locals, on YouTube. Hyundai "will also promote them on its social media channels and through direct marketing" (MARKETING WEEK, 6/2).
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