After being stood up by Daft Punk because of a VMA performance, Stephen Colbert decided to go on with the show anyway, starring in his own version of Daft Punk's "Get Lucky." Before the
music video, he framed it by saying that Hyundai -- the actual sponsor -- had given him a big check for the segment.
The unexpected move by Daft Punk and subsequent response from
Colbert (which went viral) resulted in general Hyundai content consumption rising 574% from August 6 to August 7. At the other end of the spectrum, competing auto brands had an average decrease in
consumption of 43.2%. The data comes from Kontera, a content marketing platform.
The segment didn't just give the Hyundai brand name some boost, but it increased the amount of
Hyundai auto content consumption as well. The Korean car company 
saw a 31.8% lift in that department, while competing auto brands had a 41.3% decrease (average) in auto content consumption.
Even though
Colbert's segment came at the expense of Daft Punk, the exposure didn't hurt them. They saw a 181.7% boost in consumption.
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