1. Automotive

2. Stop interrupting
what consumers
like…
Become what
consumers like

3. Branded Content
Form Distribution Intent
• Video • Television • Entertain
• Social • Film • Inform
• Editorial • Social • Create
Channels Affiliation
• Web
Channels

4. Branded Content
We’ve evolved from just
logos on the screen
We’re refuting old
Conventional Wisdoms

5. CW#1
• Integrations are non-working media dollars
• We don’t know how well it works
1+1=3

6. CW#2
•Audiences don’t like brands
in their entertainment
In fact, they do! Especially if it makes
show authentic or more interesting

7. Branded Content Checklist
Is it a good-fit integration and add value?
―Does it work as a stand alone?
―Does it transcend the category?
Is it shareable
―Consumers are the new media network. They
share and distribute.
Do you have good partners?
―Identify shared goals
―Not just a tactic, but a springboard

9. Kia & The Voice – Enabling Dreams

10. Kia Dream Seats
Contestant Giveaway

11. Kia/Voice
Video

12. Kia The Voice Sponsorship Elements
Custom Videos
“Voice Your Dreams”
Pinterest Sweepstakes
Social Media
2nd
Screen
Apps
Social Television

13. Social Media
Draws attention to
and AMPLIFIES our
association
EXTENDS the buzz

14. Results
Even higher brand recall than Season 2
Elevated Kia’s profile and image
:30s performed better in this program

15. 15

16. Walking Dead Program Video

17. Tucson VLP on Story Sync
HyundaiUSA.com Second Screen
The Walking Dead
TV Show
Hyundai Social Promotion
with Paid Media Support
Survive and Drive AMC Walking Dead AMC The Walking Dead Channel
Sweepstakes Social Promotion Paid Media Support

18. Viewers are Talking

19. Even the show’s creator

20. Hyundai became a part
of the cast and storyline

21. We kept the momentum and conversation going
Between Season 2 and Season 3, we partnered with Robert Kirkman to
create “Hyundai Undead” 360 program
• Kirkman designed a custom Hyundai Elantra Zombie Survival Machine
• First unveiled in The Walking Dead comic book #100

22. We kept the momentum and conversation going
• Physical version unveiled at San Diego Comic Con press event
• Hyundai generated 500MM+ impressions
• Continued association with the Walking Dead during off-season

23. Comic Con Vid

24. Two Brands – Two Approaches
Kia –The Voice: Follow Your Dreams
Hyundai – The Walking Dead: Face Your Nightmares