Not applicable

The audience were drawn to the content entirely through earned and owned media around Copa90. No paid media was used. This was achieved via:

1. A multi-platform audience development approach, telling the Copa90 story across YouTube, Facebook, Twitter and Instagram

2. Collaborations - with football fans, influencers, organisations and YouTubers

3. Content optimisation - meta-data, thumbnails, titles, annotations and endboards to optimise discovery. (This was so successful that Copa90 content dominated the front page of YouTube search for Brazilian cities)

4. Off platform distribution - Xbox, Bleacher Report

5. Press - e.g The Telegraph, Marketing week

Copa90 and Hyundai’s biggest achievement was to engage young (over 75% under 35), mobile first audiences (55% of views via mobile and tablet), for long durations (4 mins average watch time, vs. 2 mins average for YouTube) before and during the tournament. In doing this, Hyundai engaged football fans outside of the 90 minutes, and outside of the 4-week tournament bubble. And it did so authentically, with a positive sentiment (Likes vs Dislikes) of 97%, (non-brand sentiment base = 98%) showing the brand was naturally accepted by the Copa90 community.

Results in engagement:

2.9 million views across the campaign

80K likes, shares and comments on YouTube

Over 200,000 hours of content watched, equivalent to 21 million 30 second ad spots

Results in processes and understanding:

The campaign changed Hyundai’s approach to measuring its content success, moving from simple audience measures (views) to engagement measures (watch time and comments).

By offering Copa90 unique access Hyundai became a credible part of the World Cup conversation and acted as a founding platform to authentically engage and add value for football fans, a move which is continuing into 2015 and beyond.