Hyundai joined the cast of season two of The Walking Dead as the faithful companion to one of the show’s most popular characters, Shane. To build momentum between seasons, Hyundai partnered with the creator of The Walking Dead, Robert Kirkman, to unveil 'Hyundai Undead,' a 360-degree program centered on a custom Elantra Zombie Survival Machine. The Elantra was incorporated into The Walking Dead comic book and a digital hub was created to track the Elantra’s transformation and social conversation surrounding the vehicle.

The campaign climaxed at the pop culture epicenter of the world, San Diego Comic-Con, where the real life Elantra Zombie Survival Machine debuted. The week culminated at the 'Hyundai Undead Black Carpet Event' at Petco Park, where fans, media and celebrities enjoyed a fully immersive Walking Dead experience, including RFID hospital bracelets that allowed party-goers to check-in and share their experiences via social media.

• A record-breaking 200,000+ Elantras sold in 2012, making it the best-selling Hyundai in the line-up.

• 'Hyundai Undead' generated over 500 million media impressions from outlets including Variety.com, Yahoo!News.com, and Vanityfair.com.

• The concentration of Gen Y within Hyundai’s fan base grew 24.3% between October 2011 and July 2012 leading to Hyundai’s Facebook Like growth exceeding all auto manufacturers in Q3 2012, peaking during July Comic-Con timing.

• Hyundai’s familiarity against Gen Y showed an incredible jump from 29% to 36%, besting the Q2 2012 non-luxury auto category average of 33%.