Situation: The Super Bowl is the most-watched televised broadcast in the world. Hyundai did not have an ad running during the Super Bowl due to the cost of media needed to compete for share of voice but knew that millions of fans could be reached on social during the event.

Brief: With a production budget of $10,000, create a social media stunt that would garner attention for Hyundai and support the SANTA FE SUV’s strategy of “conquering the weekend.”

Objectives:

• Reach

• Impressions

• Earned media

Hyundai wanted eyes on its social channels for the Super Bowl weekend from sports fans, media and our organic audience, without spending millions. The challenge was to increase in reach, impressions and earned media with a minimal spend.

So while every brand was launching huge, expensive stunts, campaigns and activations for the Super Bowl, we decided to honor Hyundai’s campaign for the all-new Hyundai SANTA FE and “conquer the weekend”, offering up our Instagram handle to other brands in the first-ever cross-brand collaboration in Instagram’s history. The desired outcome was to expand the reach of our Hyundai Instagram account, gain followers, and increase overall social chatter.

The other brands moderated our channel and created content for it, which included our Hyundai SANTA FE, strengthening our overall campaign, endorsing us and earning us new fans. Best of all, we spent next to nothing and let other brands do the work.

Brands spend a lot of time and money to get attention and talk-value during the Super Bowl, which led us to the question — why should we fight for PR? What if we came together with other brands, too?

This led to the biggest Instagram brand collaborations in history, which we knew would be buzzworthy and get people talking, including the fans of the individual brands.

Our narrative followed the Hyundai SANTA FE SUV product strategy of getting away from work to conquer the weekend — so Hyundai decided to go out of office while inviting other brands to post about our SANTA FE for us, showing our fans that we really practice what we preach.

Our target became not only our own fans, but the fans of the brands we partnered with. Best of all, these brands created and published all the assets, filling the Hyundai feed for us.

Hyundai promoted a video that they were “signing off” for the weekend in the Hyundai SANTA FE and turning over their Instagram handle to other brands. Over the weekend, 22 brands “signed on,” posting their own brand content during one-hour blocks. They had access to our Instagram community, while we benefited from 22 brand ambassadors. Their fun and engaging content built on our Hyundai SANTA FE vehicle messaging, but through their brand lens.

Some highlights include: Weber Grills used the SANTA FE as inspiration for their latest grill, Adobe created an incredible SANTA FE ad in record speed, Booking.com helped Hyundai’s social media team plan their next vacation, and Red Lobster introduced the all-new Hyundai SANTA FE “Cheddar Bay Edition", which inspired a Spotify playlist and was Red Lobsters best performing post to date.

On the following Monday, Hyundai announced their return, coming back to more followers and new content.

Hyundai clients were extremely satisfied with the results and impact.

•Rate of impressions cost less than 3% of traditional Super Bowl campaigns, making this the most efficient Super Bowl activation ever

•30M Reel plays

•31.4M post impressions

•19.1M accounts reached

•59.8K post engagements (a 862% increase compared to the previous two days)

•42.8K accounts engaged (a 665% increase compared to the previous two days)

•Hyundai reports best first quarter sales ever

•2.5M impressions from press coverage across leading advertising and marketing publications

•Accomplished with a $10,000 budget

This was a first-of-its-kind 22 brand Instagram collaboration that broke through the Super Bowl clutter thanks to its audacious and unique nature. It allowed us to build on our Hyundai SANTA FE campaign strategy, while letting big, entertaining brands like Mint Mobile, Booking.com, Michaels, Planet Fitness, Drumstick and the LA Rams use our Instagram channel to highlight their offerings...and become our brand ambassadors.