Sprint Mobile Media Network - Hyundai Elantra Case Study (Sprint)<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Background

In spring 2007, Hyundai launched a new program to increase customer awareness of the Hyundai Elantra and loyalty to the Hyundai brand. As part of this initiative, the company decided to launch a mobile advertising program that would engage consumers in  a rich, immersive mobile experience, including messaging, content downloads, ‘send to a friend’ viral mechanics and mobile Web surfing with the Sprint Mobile Media Network.

Objectives 

·          Target consumers who are often difficult to reach through traditional channels

·          Build awareness of the Hyundai Elantra

·          Position the Hyundai brand as fun and cutting edge

·          Activate music sponsorships with mobile engagement in venue

Solution

Sprint has been defining a highly sophisticated new advertising channel on its mobile, web browsing pages through the Sprint Mobile Media Network. Hyundai is the latest in a series of auto manufacturers to utilize the budding mobile channel as a promotion tool. The end-to-end program leverages the high-reach carrier-grade media on the Sprint Mobile Media Network to drive traffic to its mobile site and incorporates a number of post-click mobile ad mechanics, like user downloads of content, viewing of video clips and sending a link to a friend.

As part of Hyundai’s goal of positioning the brand as fun and cutting edge, the auto manufacturer sponsored South by Southwest, a music and arts festival in Austin, Texas, in March 2007. Consumers were called to action through mobile banner ads promoting ring tones of songs by bands who performed at the festival, and then brought to a slick-looking WAP site that features downloads, screen savers featuring photos of the new Hyundai Elantra, viral “send to a friend” mechanics, and a location-aware dealer finder that allows consumers to click-to-call a local dealer to test drive the car.

Results

·          9 percent click through rate on mobile media across a variety of top media properties

·          More than 7,000 wallpaper downloads and more than 12,000 ring tone downloads

·          Mobile marketing is expanding to other Hyundai models in 2007