Hyundai “Snap Out of it” Superbowl Campaign Sets Off This Weekend
Hyundai‘s “Snap Out of It” campaign addresses years of consumer complacency towards the compact car segment. Through a series of shorts that parody the history of compact car advertising, Hyundai tells the story of the hypnotized consumer mindset, conditioned to purchase compact cars for practicality and reliability, regardless of their uninspired design and limited innovation. Enter the all-new 2011 Elantra, a no-compromise alternative that finally screams “Snap Out of It” in an effort to deprogram those in the compact car trance.
Hyundai’s 2011 Super Bowl advertising blitz goes beyond television to include an unbranded, viral campaign through the integration of 10 online spots that reinforce the “Snap Out of It” theme. The online short films discuss the “conspiracy” behind compact car hypnosis and invoke consumer curiosity, generating buzz-building momentum leading up to the Super Bowl. Each of the viral shorts, filmed to look like consumer-generated content or documentary style, direct viewers to a different, unbranded microsite discussing the compact car conspiracy. These short films nor the microsites will not be branded or identified until Super Bowl Sunday, and Hyundai will reserve at least two “Snap Out of It” ads to premier in the Big Game.
“Over the years the Super Bowl has provided a great avenue for us to reach a significant audience, and this year we are expanding that reach by jumpstarting the campaign two weeks early during the AFC Championship game,” said John Krafcik, president and CEO, Hyundai Motor America. “Having a fully integrated campaign leading up to the Big Game next month will allow us to build a story that makes a dramatic statement befitting a break-through car like the all-new Elantra, which gives consumers license to expect more from the compact segment.”
This year marks Hyundai’s fourth consecutive as a Super Bowl advertiser, with three in-game ads planned for Super Bowl Sunday, though this is the first time Hyundai has tied its “Big Game” strategy to a program beginning during the divisional championships. Learn more about the 2011 Hyundai Elantra or the 2011 Hyundai Elantra Touring at Edmond Hyundai today.
Check out two of the videos below: