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Tumblr will be making a big splash in New York's Times Square, taking over Hyundai’s massive billboard today as part of its ambitious World Cup sponsorship campaign. It’s the first time the social blogging site has ventured to the Crossroads of the World; the goal is to target avid sports fans who are digitally inclined but may not be Tumblr users. "There’s something interesting in the fact that we’ve built this site, but it’s going to have a certain percentage of people that come there just because the content is good and they want to engage with it," said Tom Pettus, vp, creative director at Innocean.