The Super Bowl is one of the biggest real-time rumbles in advertising. Whenever we have spots in the game, we make sure the second screen, and especially our Twitter feed, keeps people engaged and interested. Support the launch of Hyundai’ Smaht Pahk Super Bowl commercial with real-time community management and creative that extends the campaign and helps to further the engagement with the brand and creative idea highlighting how “smart park” or “smaht pahk” in Bostonian, is a wicked awesome feature in the new Hyundai Sonata. Engage with Twitter users before, during and after Super Bowl who are talking in real time about Hyundai and our star-studded spot. Give people a reason to stay engaged with our channel. Our goal was to stand out from other brands in the most competitive advertising moment of the year with 10.1k social mentions and 82% positive social sentiment.

We upped the ante on our social response plan for Super Bowl by inviting two Boston comedians to take over our Twitter channel. The stars: Tony V and Robert Kelly. We promoted the takeover with posts and tweets announcing the talent, and a custom TikTok documenting Robert’s LA transformation. The pair took command of Hyundai’s channel, tweeting and responding in true smaht-ass fashion to our fans throughout the game. They also filmed four episodes of The Hyundai Quartertime Show, airing exclusively on Twitter each quarter where they would respond to the tweets and comments about the campaign.

We kicked off our pregame warmup across social channels, including Tik Tok, with teaser content from our Super Bowl spot talent Rachel Dratch & David Ortiz. Then we launched a total “Twittah Takeover,” including “Quartertime Show” videos, reaction gifs, game commentary tweets and even real-time responses to brand and fans from Boston comedians

We wanted to be sure to remain authentic to Boston and do the spot and the city of inspiration justice. So we cast true-blue, heart-of-Boston comedians to bring their snark and wit to our Twitter channel. Who better to clap back with the New England charm than actual smart-assy pants from Beantown? Funny folks interacting on Twitter is exactly the right thing to do on Twitter, amirite?

We flew our comedians to our HQ to man the Hyundai Twitter channel live in our war room.

The pair took command of Hyundai’s channel, tweeting and responding in true smaht-ass fashion to our fans throughout the game. They also filmed four episodes of The Hyundai Quartertime Show, airing exclusively on Twitter each quarter where they would respond to the tweets and comments about the campaign. Our efforts were recognized by Twitter who awarded us the top honor in Brand Bowl 54 for our real-time response. Boston remains the Super Bowl champs.

47.1k+ mentions of Hyundai’s Smaht Pahk, (260% increase YoY) with the most mentions occuring on the day the spot was released and on Super Bowl Sunday (17.6%of total mentions).

Overall there have been 674.5M+ potential impressions due to the conversations occurring around the spot with the vast majority coming from Twitter.

“Smaht” was one of the most used words when speaking about the commercial spot on social. It was included in 65% of all mentions (used 29k+ times).

One of the most used hashtag was #smahtpahk, which occured in 6% of the total mentions (used 2.8k times).

98% Positive sentiment, driven by emotions such as: love, best, favorite, hilarious, smart, and great.

1.6MM Total Engagements, surpassing 2019

Super Bowl benchmarks by 39.25%, and generated a 36% higher Engagement Rate.