Hyundai’s New 2024 Santa Fe Instagram Takeover

In a daring move, Hyundai ventured off the beaten path during NFL’s Big Game weekend, handing its Instagram over to 22 diverse brands, including Adobe, Mint Mobile, Planet Fitness, Weber Grills, the Los Angeles Rams, Houston Texans, and more.

As part of a new-style marketing strategy for the 2024 Santa Fe, Hyundai forged partnerships with an eclectic mix of brands to curate over 100 pieces of content. (With the model en route to Frankston Hyundai soon!)

These creations not only celebrated The Big Game but also intricately wove in the key features of the Santa Fe. From sizzling grill designs inspired by Weber Grills to the Houston Texans reminiscing their favourite moments.

Angela Zepeda, Chief Marketing Officer, Hyundai Motor America, explained, “When looking for ways to make a splash during football’s biggest game, we wanted to take a unique approach to reaching our customers where they are during the big game, outside just another advertisement in a very crowded field – and this Instagram takeover was the perfect opportunity,” said Zepeda.

“Thanks to all the brands who partnered with us to celebrate the joy of conquering the weekend in the Santa Fe.”

Unveiling the Numbers

The results of this audacious Instagram takeover were nothing short of spectacular:

22 participating brands across various sectors

Over 100 pieces of content created in a 2-day period

30M Reel plays

31.4M post impressions

19.1M accounts reached

59.8K post engagements (a 862% increase compared to the previous two days)

42.8K accounts engaged (a 665% increase compared to the previous two days)

Standout Collaborations

Some collaborations stood out:

– Weber Grills: Drawing inspiration from the Santa Fe, Weber Grills crafted their latest grill design.

– Adobe: Flexing their creative muscles, Adobe whipped up a stellar Santa Fe ad in record time.

– Planet Fitness: Offering a humorous take, Planet Fitness taught America how to spot a Viking at the gym.

– Wienerschnitzel: Tempting taste buds, Wienerschnitzel dished out 7 hot dogs for $7 on Feb. 11.

Jason Sperling, Chief Creative Officer for INNOCEAN, the agency spearheading the campaign, shared his thoughts, “This proved to be an extremely rewarding weekend for the 22 brands that joined in the fun and took over Hyundai’s Insta channel. From idea to execution, the incredible wave of content and collaboration with dozens of brands happened in a matter of days and serves as a good reminder that you don’t need to be on the broadcast to get a big brand lift.”

Continuing the Santa Fe Journey

The Instagram takeover isn’t just a one off, it’s a crucial part of Hyundai’s ongoing marketing campaign for the 2024 Santa Fe. The campaign kicked off with a Viking-themed 60-second broadcast commercial during football’s championship games on Jan. 28. The ad, set to the iconic tune “Barracuda” by Heart, showcased the redesigned Santa Fe, highlighting its technological prowess and rugged features.

As the campaign unfolds, Hyundai’s Santa Fe marketing journey, crafted in collaboration with its agency of record, INNOCEAN USA, and media agency Canvas, will persist throughout the year. Viewers can expect to catch glimpses of the Santa Fe during various sporting events and across multiple broadcast, radio, and digital media platforms. A series of 15-second ads will shine a spotlight on specific features of the Santa Fe, spreading across social media channels like TikTok, Instagram, Facebook, and YouTube.

This exciting new family SUV is on track to land in our dealership soon. As Melbourne’s trusted Bayside dealer servicing the South East suburbs and Mornington Peninsula, Frankston Hyundai will let you know when this model is ready for test drives and great deals. Simply contact us today and we’ll keep you updated.