Hyundai’s #BecauseFutbol Campaign Tops World Cup Twitter Charts
Even folks who detest soccer but have any kind of relevant social media account probably know more about the 2014 FIFA World Cup than they do fifth grade math. (Does anybody remember how to multiply fractions without an iPhone?) Twitter, specifically, has seen an explosion of World Cup conversation, raking in more than 300 million Tweets related to #WorldCup since the games began.
Hyundai has worked brilliantly within that framework, claiming a “36 percent share of voice against other top branded hashtags” that focus on the World Cup, with the brand’s #BecauseFutbol campaign. Already, the campaign has produced over 17 million impressions on the social site with an engagement rate of nearly 10 percent.
“Great campaigns on Twitter are built around great conversations in the moment,” commented Adam Bain, president of global revenue at Twitter. “Hyundai has been amazing at rallying the passions of World Cup fans everywhere on Twitter, and then extending that conversation with really compelling content.”
But it’s not just Twitter that is showcasing the success of Hyundai’s #BecauseFutbol campaign; the automaker’s own website, BecauseFutbol.com, has skyrocketed as well. Built on the Tumblr platform, the site has racked up more than 200,000 interactions, accrued nearly 29,000 followers, generated 17.7 million impressions, and produced 465,444 engagements.
“#BecauseFutbol has really taken on a life of its own and continues to gain momentum as the tournament continues,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “In just a matter of weeks, the response to #BecauseFutbol has been amazing; outranking other branded hashtags from leading FIFA advertisers including Adidas, Nike, Budweiser, and Volkswagen to name a few. It has quickly gained popularity, organically dominating conversations around the World Cup. It’s exciting to see a simple phrase transform into a trend that relates to fans and fits naturally with the phenomenon of fan passion.”
Shannon continued, “World Cup fans are looking for ways to share team spirit and passion. Our campaign goes beyond driving social conversation around #BecauseFutbol, but also provides fans with a platform where they can share artistic expressions of their passion and interact with like-minded soccer fans.”
The success of Hyundai’s #BecauseFutbol campaign has extended beyond social media, however. Reportedly, shopper traffic to Hyundai’s 2015 Sonata model pages shot up 86 percent on the brand’s website and 108 percent on dealership inventory sites.
The key to the success behind Hyundai’s #BecauseFutbol campaign? Uwe Gutschow, vice president, INNOCEAN USA (the company that developed the #BecauseFutbol creative), has an idea: “While most brands are celebrating the players and teams, it made natural sense to connect Hyundai with fan passion.”
Seems to have paid off immensely, eh? GOOOOOALLLL!