For Marvel’s 80th anniversary, we wanted to celebrate the Hyundai Kona Iron Man Edition in a big way. We came up with the idea of a nine-panel comic that would release one frame a day on Instagram. When we approached Marvel with the idea so that we could get approval to use the likeness of Iron Man, they loved it so much they offered up their comic book writers and illustrators to create it with us.
Hyundai had a lot of Kona Iron Man vehicles sitting on lots. Because the target audience for this car is so niche, the budgets were not huge. We had to reach a niche audience in as concentrated a way as possible to stay within budget.
Comic books seemed like a natural place for our target audience to find the Kona Iron Man. Posting a comic on our Instagram channel would be both quicker and cheaper than trying to do it in print. So we wrote a few stories and approached Marvel with the idea in order to get their approval to use the likeness of Iron Man. They loved the idea so much, they offered to let us use their comic book illustrators and writers to work with us to develop the series. They also posted the comic to their Instagram channel with 42MM followers, maximizing our exposure to our ideal target.
Kona Iron Man content posted on Hyundai’s Facebook and Instagram Stories this year exceeded Platform Average as well as 2018 Performance. FB Engagement: 3.71% TW Engagement: 1.4% Video Completion: 74%