Inside Super Bowl War Room, Hyundai Goes For Restraint Over ‘Oreo Moments’

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.

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Via AdAge

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Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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