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Hyundai exec: Mobile maximizes marketing exposure

NEW YORK ? A Hyundai executive at the 2012 MMA Forum said the company believes that mobile marketing is an effective tool because it gives the brand maximum exposure.

The Hyundai executive spoke about the ways that the automaker has tackled mobile during the ?Mobile Meets Hyundai Motor Company?s ?Live Brilliant? Campaign.? The session specifically gave attendees a glimpse at how Hyundai is approaching mobile and digital in its latest global campaign.

?Our first mission is to position Hyundai as a premium brand,? said Lenny Cho, general manager of the brand communication team at Hyundai Motor Company, Korea.

?Our second core mission is to connect with customers emotions and feelings,? he said.

?We think that mobile devices are very efficient marketing tools because they maximize exposure.?

Tailored global reach
Hyndai is currently rolling out its ?Live Brilliant? campaign that has a large focus on mobile and digital marketing.

The campaign is especially focused on playing up consumer emotions and feelings and includes TV, digital and interactive elements.

For instance, the campaign has a microsite - http://brilliant.hyundai.com ? that is accessible via desktops and tablets.

Via the site, users can learn more about the campaign, upload content and participate via voting and other user-generated content.

As part of the campaign, Hyundai rolled out mobile banner ads that let users watch a video about the company?s car.

Mr. Cho said that it is too early to determine if the campaign was successful or not, but the campaign is seeing a large number of impressions and click-through rates and is representative that the company needs to do more mobile advertising in the future.

Additionally, QR codes have been placed in print ads in publications including The Economist that drive users back to a mobile site for the campaign.

Hyundai is also using social media as a way to interact with consumers. Per Mr. Cho, social media is a channel that the carmaker sees rapidly growing, and the company has aggressively been going after it for the past year and a half.

The campaign is part of a global push and has been rolled out in Korea, the United States, India and is launching Chili and South Africa. The campaign is running through the end of September.

In the U.S., Hyundai is working with CNN on the campaign.

Mobile strategy
In 2011, Hyundai launched a new brand strategy.

For example, the company recently ran a campaign in Times Square in New York where consumers could download an iOS application to control a car on a screen.

One of the reasons why the company decided to roll out on iOS devices is because of the high cost to develop on multiple mobile platforms.

Additionally, the carmaker made its Thinker?s Index program mobile with a component that lets users learn more about the campaign via their devices. The campaign encourages users to learn about new thinkers that are revolutionizing the world, including actors such as Kevin Spacey.

?Our experience with mobile platforms so far have been very positive so far and mobile will continue to be a main part of brand communication,? Mr. Cho said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York