Creating a movement
Problem - Hyundai Canada was launching the Tucson Fuel Cell Electric vehicle at the Canadian International Auto Show, the first of it's kind in the Canadian market. While this vehicle was being sold to the public, it was only being sold in (very) limited quantities.
Hyundai Canada wanted to create awareness and social advocacy for a vehicle that most consumers wouldn’t actually be able to experience first hand - but would see at CIAS.
KPI - Social sentiment, engagement, total tweets and media coverage
Hyundai Canada and Innocean Worldwide Canada (IWCa) partnered with WonderMakr to create a “Twitter powered” vending machine. This machine would contain water bottles, to align with the idea that the only emissions from the FCEV was water vapour.
Engagement with the machine involved visitors at CIAS approaching the vending machine, connecting to it’s wifi hotspot with their mobile, signing in with their Twitter credentials and reviewing a canned tweet (that they had the option to modify), tweeting a message and receiving a water bottle.
This tweet contained the text “I’m at the #CIAS2015 and I just joined the @HyundaiCanada #FuelCellMovement #TucsonFuelCell”.
The result was thousands of users tweeting their advocacy for the Fuel Cell vehicle (and receiving Hyundai branded water bottles), while generating huge amounts of positive awareness both at the show and online.