Hyundai Motor, the FIFA World Cup corporate sponsor in the auto category, has launched an integrated U.S. campaign, #BecauseFutbol, a 360-degree program via Huntington Beach, Calif.-based ad agency Innovean U.S.A.
The effort, touting the 2015 Sonata unveiled at the New York International Auto Show, launched on Wednesday with two spots exploring the idea of loyalty to team and sport, what happens during the games and how the event and encounters affect the lives of fans.
One spot, "Boom," offers a take on pregnancy and a mini Baby Boom happening nine months after the World Cup, when couples found domestically passionate ways to celebrate their teams' win.
The other spot plays on a guy doing everything possible to avoid spoilers during the day, so when he goes home to watch a pre-recorded World Cup game he won't know the ending already. ESPN and Univision will carry the TV spots, which involve English and Spanish executions.
The campaign also has CRM and retail executions, per Innocean. A social media element, #BecauseFutbol includes a Tumblr site produced by production company Tool, www.BecauseFutbol where customized content created by the Tumblr artists will be featured on the Times Square Billboard in New York during the days leading up to the World Cup.
This year is Hyundai’s fourth as the official vehicle sponsor of the World Cup.