This document discusses two examples of branded content partnerships between automotive brands and television shows. The first is Kia's partnership with The Voice, where they created branded content around the theme of "enabling dreams" through contest giveaways and custom videos. The partnership elevated Kia's profile and image and performed better than the previous season. The second is Hyundai's partnership with The Walking Dead, where they created a custom "zombie survival vehicle" and integrated it into the show's comic books and storyline. This unconventional approach kept the Hyundai brand top of mind between seasons and generated over 500 million impressions. Both cases demonstrate how branded content can amplify a brand's association with a television

1. Become a member today!
#thinkAuto

2. Automotive

3. Stop interrupting
what consumers
like…
Become what
consumers like

4. Branded Content
Form
• Video
• Social
• Editorial
Distribution
• Television
• Film
• Social
Channels
• Web
Channels
Intent
• Entertain
• Inform
• Create
Affiliation

5. Branded Content
We’ve evolved from just
logos on the screen
We’re refuting old
Conventional Wisdoms

6. CW#1
• Integrations are non-working media dollars
• We don’t know how well it works
1 + 1 = 3

7. CW#2
•Audiences don’t like brands
in their entertainment
In fact, they do! Especially if it makes
show authentic or more interesting

8. Branded Content Checklist
Is it a good-fit integration and add value?
―Does it work as a stand alone?
―Does it transcend the category?
Is it shareable
―Consumers are the new media network. They
share and distribute.
Do you have good partners?
―Identify shared goals
―Not just a tactic, but a springboard

10. Kia & The Voice – Enabling Dreams

11. Kia Dream Seats
Contestant Giveaway

12. Kia/Voice
Video

13. Custom Videos
“Voice Your Dreams”
Pinterest Sweepstakes
Kia The Voice Sponsorship Elements
Social Media
2nd
Screen
Apps
Social Television

14. Social Media
Draws attention to
and AMPLIFIES our
association
EXTENDS the buzz

15. Results
:30s performed better in this program
Even higher brand recall than Season 2
Elevated Kia’s profile and image

16. 15

17. Walking Dead Program Video

18. Survive and Drive
Sweepstakes
AMC The Walking Dead Channel
Paid Media Support
Story Sync
Second Screen
Tucson VLP on
HyundaiUSA.com
AMC Walking Dead
Social Promotion
Hyundai Social Promotion
with Paid Media Support
The Walking Dead
TV Show

19. Viewers are Talking

20. Even the show’s creator

21. Hyundai became a part
of the cast and storyline

22. We kept the momentum and conversation going
Between Season 2 and Season 3, we partnered with Robert Kirkman to
create “Hyundai Undead” 360 program
• Kirkman designed a custom Hyundai Elantra Zombie Survival Machine
• First unveiled in The Walking Dead comic book #100

23. We kept the momentum and conversation going
• Physical version unveiled at San Diego Comic Con press event
• Hyundai generated 500MM+ impressions
• Continued association with the Walking Dead during off-season

24. Comic Con Vid

25. Two Brands – Two Approaches
Kia –The Voice: Follow Your Dreams
Hyundai – The Walking Dead: Face Your Nightmares