In its recent “Millennial Monthly” update, Millennial Media showcased a recent campaign developed for Hyundai that shows how brands can leverage advanced targeting techniques and engaging creative to create a highly successful integrated mobile marketing campaign.
Hyundai has been aggressively promoting its new “Equus” luxury sedan and wanted to take its efforts to the mobile channel. Its goal was to create an engaging mobile experience that effectively built awareness and consideration for the new sedan, and chose Millennial Media to execute the campaign.
Leveraging Millennial’s “Smart Targeting” capabilities, Hyundai utilized demographic targeting and Millennial’s cross-platform network to reach its audience. They also chose to target BlackBerry users as its the highest segment of device owners earning more than $100,000 according to Nielsen. This was a smart strategy considering these consumers closely mirrored the target audience for the luxury Equus.
In addition to the ad-unit, Hyundai’s target audience was able to engage with the new sedan via an innovative “Hyundai Greetings” BlackBerryapplication, designed and produced by Millennial Media. The application enabled these “socially-savvy and personable consumers” to create customized greeting cards in various themes (birthday, love, congratulations, etc.) that could be sent to friends and family via email, Facebook or Twitter. Users could customize the card with their own message, recorded audio and/or photo. This unique mobile experience delivered both value and extended engagement with the brand to their target audience.
According to a post-campaign brand study, Hyundai realized a substantial double-digit lift in the brand’s favorability with its target consumers. In addition, the Blackberry application will continue to engage consumers well after the initial mobile campaign has ended.