The 2010 World Cup is the first World Cup held in the African Continent, however, there were lots of barriers to football fans who wanted to enjoy the World Cup but couldn’t, because of life routine, long distances and the high prices of the tickets. So Hyundai decided to support the fans as an 'innovative sponsor,' not only for the World Cup itself through providing them whole new experiences.We invited all supporters through TV, print, OOH and interactive media to the Hyundai Fan Parks. The World Cup began and huge crowds attended the Hyundai Fan Parks, which offered the opportunity to enjoy the World Cup by providing venues and large screens in 30 cities. After the events, the buzz spread through worldwide social networks. During the 2010 FIFA World Cup, instead of bringing the football fans to the match, we brought the match to the football fans.

We invited all supporters through heavy local TVC campaigns in more than 30 countries and making & on-airing branded contents via 3 pan regional TV channels, print, OOH, and online in more than 130 countries worldwide to feel the biggest event. Hyundai Fan Parks offered the opportunity to enjoy the World Cup by providing venues and large screens in 30 cities from 19 countries. Giant screens broadcasted all the action from South Africa, while group cheering boosted the festive mood. Besides cheering in support of the national soccer team, fans and visitors to the Hyundai Fan Park got involved in various festive events and programs, including concerts, games, contests and awards. Supporters, who enjoyed the game at Hyundai Fan Park, shared their experiences throughout online and mobile platforms, which could attract people who had not experienced HFP and give indirect experience to those who couldn’t approach Hyundai Fan Park directly.

In the 2010 FIFA World Cup, Hyundai changed everything. Instead of brining the football fans to the match, we brought the match to the football fans. All these efforts brought fans closer together, allowing them to unite around a common passion.- Hyundai Fan Parks (30 cities) = +3.4 million participants.

- Over 2.5 million visitors to Hyundai World Cup microsite.- 62,000 fan (Facebook / Orkut). +220,000 Facebook visitors.- Viral Film: 3.15 million hits on YouTube, +1,360 comments & 4,155 likes.- Acquired the global and potential brand image from the Economic and Affordable brand image.

- Hyundai Brand image has been successfully reinforced in terms of ‘Modern’, ‘Advanced’, ‘Good quality’, 'Ingenious', ‘Recommendable’, ‘Reliable’ and ‘Fun to drive’ by more than 30% consumers (July 2010: Consumer research results).- Hyundai was well recognized as the FIFA partner even more than Adidas, VISA, and Sony.