Digital Engagement for Hyundai

1. Creating Customer Digital Engagements
during ICC - T20 World Cup
Concepts Presentation for Hyundai by
FireArc
© Copyright FireArc Communications Pvt Ltd. No reproduction unless authorized in writing by FireArc.

2. Objective
 Create innovative customer engagement
programs
 Leveraging digital platform & social media
 Targeting critical mass
 Brand Hyundai to ride on cricketing fever.

3. Pre Planned On Ground Activities
 ICC World Cup Trophy Tour @ leading Hyundai
dealerships
 Match Ball Tours @ Hyundai Dealerships
 Setting up of Fan Parks across cities for live
telecast of matches

4. Identified Customer Touch Points
 Internet/Web Site
 Social Media
 Hyundai Dealerships
 Mall Exhibits
 Road shows & Fan Parks

5. Build Up - The ICC T20 World Cup
Pre Activity
Hype –
Mass Media
Social Media
Mall
Exhibits/
Activations
at
congregatio
n points
Customer
Connect
through
Digital
Engagement
s at malls &
dealerships
Trophy/Ball
Tours at
Dealerships
Fan Parks –
Live Telecast
of Matches

6. Customer Connect Criterion
 Trophy Tours/Match Ball Tours to be held at dealerships will be
crowd pullers.
 Fan Parks set up at malls to telecast live matches will ensure
huge footfalls.
 Engagement mood board need to be around “Game” & should
build up along with cricket fever.
 Engagements must be subtle, fun & innovative.
 Leverage from “T20 spirit” – score maximum runs/gain points
at regular intervals & win a exciting prize.

7. Customer Connect Flow
 Phase I -
Connect with critical mass at Mall Exhibits & other On
Ground activations by encouraging them to participate in
various game based engagements & score runs/points.
 Phase II –
People walk in to participate in Trophy Tour/Match Ball Tour
at dealerships. Create digital engagements at dealerships
to keep people engaged & score points.
Select few based on points scored from Phase I will get
special privileges – like “Picture with ICC Trophy”

8. Customer Connect Flow
 Phase III -
Phase I & II activities will be culminate at Fun Parks.
Winners will be announced & given their gratifications like
Free Match Tickets etc at various Fan Parks in front of huge
crowds.
For local crowd gathered at fan parks, few game based
digital engagements will also be setup & instant
gratifications will be given to those winners.
For every match telecast at Fan Park there will be a mega
winner & local contest winner

9. Phase I Engagements
Create game based engagements for critical
mass at
Mall Exhibits
On Ground Activations
Internet/Web Site
Social Media

10. Concepts
 Hyundai Book Cricket
 Ball Car Play
 Hold the ICC Trophy - Augmented Reality

11. Phase II Engagements
Engage crowd at dealerships who have come to
participate in Trophy Tour/Match Ball Tour

12. Concepts
 Ball Car Play
 Hold the ICC Trophy - Augmented Reality
 Cheer Wall – Shot your SMS

13. Phase III Engagements
Engage the huge crowd who have gathered to
watch the live match & give award to contest
winners in a special manner

14. Concepts
 Hyundai Book Cricket
 Ball Car Play
 Hold the ICC Trophy - Augmented Reality
 “Winner of the Contest Video”

15. Hyundai Book Cricket
Kinect based game for malls. Flash based game for
internet/web site.
Player logs in through his FB credentials or Mobile number
to play the game.
Selects his team from given options or play individually.
Through hand gestures/or a click, he flips through the pages
& score runs.
Runs will be automatically calculated & posted on FB or sent
as SMS & stored electronically.
On FB, player can challenge any of his friends to beat his
score.

16. Ball Car Play
Innovative motion sensing & web cam based engagement.
Car made of cricket balls will be on display screen.
Customer stands in front of the display screen & waves his
hand or body.
Webcam tracks all form of movement to displace the balls &
de-shape the car.
The balls are broken up and forced to the edges of the
participant’s silhouette.
When participant steps away from webcam, balls attempt to
rush back & form the car outline once again
The fluidic motion of balls forms interesting patterns &
encourage play.

17. Ball Car Play
Each time the participant moves away, the balls takes shape
of a different car than the original car display.
Once at a pre defined interval, the balls will take the shape
of the ICC Trophy.
The lucky customer will get Free Match Tickets to watch a
live match in Sri Lanka

18. Car made of Balls on the Display Screen

19. Webcam tracks movement – Balls Displaced.
Edged to Participant’s Silhouette

20. Participant Movement Stops – A different car is formed

21. Webcam tracks movement – Balls Displaced.
Edged to Participant’s Silhouette

22. Participant movement stops– Balls regroup to form the Cup.
“WINNER Participant”

23. Hold the ICC T20 Trophy
Participants are given the chance to hold the T20 trophy
through Augmented Reality.
Participant will be given AR handles. Flashing the AR handles
against the web cam will trigger the AR app that will show
the participant as holding the T20 World Cup Trophy in his
hand.
The Trophy can be made interactive & will respond to user
actions. Participant can play with the trophy like rotate or
open the lid to see your score.
A video showing Indian players walking upto participant or
girls cheering for the user can also be triggered on screen.

24. Participant flashing the AR handle against webcam

25. Participant seen holding the T20 World Cup Trophy
through Augmented Reality app