As an official sponsor of the 2014 FIFA World Cup, Hyundai offered up a fully integrated campaign that celebrated fan passion. Two simple words, #BecauseFutbol, tapped into the emotionally charged fan base, becoming the ultimate excuse and unified rally cry for the entire World Cup tournament.
The creative strategy was simple: celebrate fan passion by tapping into the emotional rollercoaster of World Cup. We specifically designed our campaign for a multiple-screen experience by broadcasting several spots, creating a Tumblr page, and through real-time social conversations.
Hyundai built a page at the epicenter of passionate online communities, Tumblr. The #BecauseFutbol Tumblr experience included over 160 emotionally charged pieces of content created by famous Tumblr artists from around the globe.
To establish our authenticity with the World Cup soccer community, we collaborated with influential Tumblr artists to create social content that exemplified the various ways fans express their unwavering World Cup fútbol beliefs, celebrations, excuses and confessions.
In short, #BecauseFutbol was a huge success across social networks including Twitter, Instagram, Facebook, Vine, and Tumblr, where Hyundai’s #BecauseFutbol site became the ultimate landing page for FIFA-crazed fans. Fan engagement spiked during the tournament, resulting in a massive increase in Hyundai’s brand recognition and favorability among the World Cup fans.
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