With the World Cup wrapping up on Sunday, Hyundai and its agency Innocean are releasing social data that indicate the carmaker’s fútbol-themed campaign scored big with social media in the past few weeks.
The brand’s #BecauseFutbol campaign made a considerable push on Twitter and Tumblr that was supported by a Times Square digital billboard activation. Hyundai's daily Twitter follower growth rate was 39.5 percent higher during the Cup when compared to what the brand garnered in March and April.
The Costa Mesa, Calif.-based company also cites stats from Sysomos to back up its social success. Research from the social media-monitoring tool finds that Hyundai claimed 35.6 percent of the World Cup-branded chatter between June 1 and July 7 in the United States. Adidas grabbed 35.5 percent of buzz, followed by Budweiser with 13.9 percent and 7.6 percent from Nike. The remaining 7.4 percent came from McDonald’s, Volkswagen, Kia, Listerine, Mondelez, Sony and Marriott.
Sysomos’ data looked at tweets that contain both branded World Cup hashtags (like Adidas’ #allin, Hyundai’s #becausefutbol and Nike’s #RiskEverything) and more generic sports-themed terms (#WorldCup and #FIFA2014, for example).
In addition, the automaker says that #BecauseFutbol has generated 17 million impressions on Twitter with an engagement rate of 9.98 percent, which compares extremely favorably to the social site’s benchmark of 1 to 2 percent for auto brands.
All of the campaign’s assets have lived on a Tumblr-powered site launched to show off image-based work from artists, Innocean team members and content from design studio ilovedust. The site has racked up 17.7 million impressions, 465,444 engagements and 28,613 followers, according to the brand. Hyundai did not have data for the aforementioned Times Square ad.
A sizable Twitter media buy supported Hyundai’s World Cup campaign. And the automaker broke out which Promoted Tweets had the highest engagement for Adweek. Check out the posts below, including an interesting example of a bilingual tweet that performed better in English than Spanish.