Hyundai didn’t even try to dazzle the Twitter masses with an Oreo moment last night.
Instead, knowing that virtually every other Super Bowl advertiser and plenty that weren’t in the game would also have some version of a social-media “war room,” trying to seize onto buzzworthy moments in the game with their own brand of cleverness, Hyundai decided to play it safe by focusing on banter with other brands and replying strategically to specific users. Unlike brands like Butterfinger, Bud Light and Domino’s Pizza, it didn’t make an effort to weigh in on the game.
Even with its more modest goal of being in the conversation without being a show-stealer, Hyundai’s social-media newsroom at the Huntington Beach, Calif., offices of its agency Innocean was a hive of activity, with about 30 people gathered yesterday. They ranged from Hyundai’s head of integrated marketing, Hue Johnson, who was there to assemble a report for company executives that required social metrics, to a caricaturist to help develop social content.