1.Experiential events•An online ‘team slogan’ contest, with winning slogans painted on all 32 official Hyundai team buses.•Fan Parks in 30 cities re- created the feel of a stadium. They continued throughout the tournament, bringing the brand closer to people with cars on display and contests to win vehicles.2.Virtual activities•A viral video featuring Nick Vujicic, a severely disabled, inspiring football fan.•‘Fill your Boots’: app to test your WC knowledge as you kick footballs into the boot of an i30.•‘Football Predictor’: app allowing you to compete with friends on WC predictions.

•Photo sharing pages for fans watching at home, with prizes for the most impressive costumes.Teams in NYC, London and Sao Paulo responded to posts, encouraged influencers to share content/experiences (especially from Fan Park events) and managed prizes. This plus mass media support drove participation levels globally

Results and effectiveness1.Participants •>3.5 million attended Fan Park events •>2.5 million visited Hyundai’s WC microsite•>62,000 fans on Facebook/Orkut, + 220,000 Facebook visitors•4.79 million hits on Youtube for Nick Vujicic’s video 2.Tracking (Synovate)•Hyundai recognized as a FIFA partner more than Adidas, VISA & Sony •Significant increases in brand preference (e.g. Brazil up from 47% to 57%, South Africa from 36% to 44%).•Perceptions shifted from ‘Economical’ to ‘Global Brand’ with ‘Huge Growth Potential’.3.Unit Sales•Up 7.4% in 2010 vs. 2009 – Hyundai Kia becoming the 4th largest automotive brand, overtaking Ford.