- Millennials are Hyundai's target consumer and Funny or Die is a leader in reaching this demographic through comedy content on social media and its website. - A partnership between Hyundai and Funny or Die could incorporate Hyundai's marketing messages into original comedy videos to engage consumers and achieve broader marketing goals. - Case studies show that Funny or Die partnerships with automotive brands like Fiat generated millions of video views and social media impressions, appealing to younger audiences that Hyundai wants to target.

1. Hyundai & Funny or Die
New Thinking, New Possibilities
Maxwell B. Adler
Amanda B. Hyman
Meghan F. Keleher
Nicholas G. Orefici
Gregory J. Travers

2. The Sonata
2008 Sonata
2015 Sonata

3. Brand Essence
Modern
Remarkable
Spontaneous
Sexy
Confident

4. Target consumer
Millennial’s that are cool, hip,
trendy, & tech savvy

5. WE HAVE THEM!
• Leader in reaching “The
Cool Kids” (A18-34)
• Leader in live premium
sports
• Larger and more
engaged audience
• Leader in Pop Culture
• Leader in Branded
Entertainment

6. • Incorporate Hyundai’s marketing message and Funny or
Die’s comedic sensibility to tell a story
• Connect your brand and consumers in an organic and
personal way
• Pull in consumers with original content
• Achieve larger and longer-term marketing goals
Vision

7. Make Every Day, Less Everyday
• Best talent in front and
behind the camera
• Incredible track record
with 350+ Campaigns,
across 15+ Categories
• Comedy expertise, with
top level custom service
• Engaged audience with
the Biggest Comedy
Brand on Social Media

8. ‘Joining the race’ Vs. ‘Living the dream’
• Day in the Life of the average person with
multiple social roles (proud of every aspect)
• Career Professional
• Spouse/Parents
• Socialite
• Derive humor from everyday situations
• Glamourize and Satirize the car’s role in daily
life
• Family Hauler
• Commute Companion
• Date Night Chariot
• Social Hub

9. You don’t watch the Super Bowl on Monday!
Hyundai’s Successful Campaigns: World Cup, NBA Playoffs and,
Super Bowl
Get Official Sponsorship Brand Awareness, without the Official Sponsorship
Expense
The Attraction of LIVE SPORTS

10. • Pre-Game Show Sponsorship
• On-air sports on TBS will round
out the campaign as a full 360-
degree effort
MLB playoffs

11. 73%
Do NOT visit
Turner Sports &
Y!
79%
Do NOT visit
Bleacher Report
87%
Do NOT visit
Turner NBA
99%
Do NOT
visit NCAA
To reach an extended audience, it
makes sense to include FOD as a
partner for your brand’s Sports
strategy.
We have low duplication across
FOD and other Turner Sports
Properties.
FOD visitors index high against
purchase of basketball tickets
online (172) and any sports tickets
online (204), and reading sports e-
newsletters (280).
FOD Audience Index: Sports

12. has partnered with a number of automotive brands to
create memorable campaigns.
Our audience indexes high amongst competitors for those
in the market for automobiles and they love the content we
create with these brands!
FOD Audience Index: Auto
146New (p/online - last 30 days)
182New/used (p/online - last 6 mo.)
142New/used (p/in person - last 6 mo.)
150Provide Frequent Advice

13. FOD Social Power
Posts average 1,700 likes and
314 shares!
Top 20 Most Engaged Brands
Top 100 of all Twitter accounts
Adding 150+ new Followers/
Day, 1000% YoY Growth
Relationships with over 1,500 blogs in 25
categories!

14. FOD Social Power

15. Promotion Across Turner Digital
Campaign Can Run Across
Turner Comedy Sites, and
linked to Video on FOD
Homepage Roadblocks on
Turner Entertainment Sites

16. • Make up 65% of social media interaction
• Social Media activity is highest during sporting events
• Use media approximately 9.5 hours/day,
67 hours/week compared to Gen X
• 35 hours/week with digital media ALONE
Millennials’ Digital Presence
Source: Motortrend.com; MediaPost

17. Fiat Sizzle Reel

18. Case Study: Fiat & Funny or Die
• Satirical Twist
• Gets noticed, gets buzz, gets shared
• Leveraging key brand characteristics
• Broad reach and targeted engagement

19. • 100K views during the first
weekend
1.2MM views
1.7MM views
• Over 2.9MM across FOD &
Youtube
Multiplatform campaign generated
53MM impressions!
38MM Linear & 15 MM Digital
68% of people watched the entire
video and spent over 4 mins on the
page!
Case Study: Fiat & Funny or Die

20. • Greater appeal to the younger, sexier,
better educated consumer
• Infiltrate Turner Properties with original
branded content revolving around MLB
Playoffs on TBS
• Asking for an additional $3,000,000
• Evolving brand with a great voice
recap

21. Thank you!