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Hyundai
The Walking Dead Chop Shop

RAN IN: United States

CLIENT
Hyundai

AGENCY
INNOCEAN USA *Lead Agency

Greg Braun - Executive Creative Director
Brian Chin - Copywriter
Nguyen Duong - Director, Digital Strategy
Charles Gerstner - Assoc. Creative Director, Art
Uwe Gutschow - VP, Digital & Engagement Strategy Director
Ashley Hadzopoulos - Digital Producer
Nadia Hernandez - Acct. Executive
> Tom Pettus - VP, Creative Director
Scott Muckenthaler - Creative Director
Juli Swingle - VP, Acct. Director


Initiative


Bossa


Skybound Entertainment


Future US Inc.


SUMMARY

Hyundai had a partnership with The Walking Dead TV show as a way to build relevance with Gen Y. However, among a highly passionate fan community, vehicle integration wasnt enough to get them engaged with Hyundai. So rather than interrupting these fans, we involved them with our Walking Dead Chop Shop to build the ultimate zombie survival vehicle. In doing so, we saw over 46k Hyundai Chop Shop vehicles built, a 71% lift in social sharing, and 60% return visits to the brand. We knew we had something relevant that connected with this community.

CASE STUDY

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CASE VIDEO


Hero Medium: Mobile/Tablet

Medium Featured On Video: Consumer Involvement,Interactive,Sponsorship

Audience: Young Men (20-35),Young Women (20-35)

Objectives: Change brand image

Type: Business-to-Consumer

Classification: National

Language: English