DPAC 2010 Best Branded Content Video Finalist: DECA / Hyundai

publication date: Nov 29, 2010
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DECA / Hyundai


Agency: Initiative


Brand: 2010 Hyundai Tuscon


Executives Involved in The Campaign: Kyle LaBrache
Johnnie Novello
Jennifer McDonnell
Eileen Levinson
Beth Le Manach
Ishe Gathers


Campaign Brief: Through market research, Hyundai determined their target consumer for the Tucson SUV to be people with an affinity for food who like to "get out of their comfort zone". Hyundai's agency, Initiative, approached DECA with a challenge: how do we take a car, introduce it to a food community and stay on brand with the "out of your comfort zone" messaging. The answer: GoodBite.com's "Appetite for Adventure" series.

Using Hyundai's insights, DECA was able to identify and cast 8 of the top food bloggers to participate in a unique promotion hosted by celebrity chef, David Lawrence. Chef Dave used the Hyundai Tucson to discover 8 Los Angeles food destinations (farmer's market, fish market, Chinatown etc) where he selected unusual food items that would take anyone outside their comfort zone (bison, chanterelle mushrooms, cumin seeds etc). Chef Dave then challenged one of the 8 food bloggers to create an original dish using the ingredient he found. The result was a playful dialogue between Chef Dave and the 8 food bloggers as they devised 8 original recipes.

The production used shots of Chef Dave driving to various Los Angeles food destinations, conversations between Chef Dave and the 8 bloggers and in-kitchen tutorials showing viewers how to create the 8 original recipes the bloggers came up with.

Beyond distribution on GoodBite.com, the 8 bloggers also embedded the episodes on their blogs, introducing their engaged communities to Hyundai and adding reach to the program. Hyundai also posted all the videos to its fan page on Facebook where it created a custom experience for Good Bite. The 8 episodes received 2 million views by engaged food fans everywhere, and Hyundai's goal of aligning the Tucson with foodies was achieved.

Link to Your Creative Materials: www.goodbite.com/appetite-for-adventure/bisonburger.html

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