Issue #109 - Hyundai x BTS on TikTok
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TikTok Case Study = Hyundai x BTS
Outside of Tesla the car business feels quite flat. Because a handful of businesses own most car brands - and look for efficiencies by using the same chassis and engines - there seems little to choose between most brands. And car ads usually feel formulaic -lots of shots of the car in either a beautiful country side or an ultra modern urban scene.
Korean manufacturer Hyundai does seem a little more interesting. They were rumoured to be Apple’s choice of partner when an Apple car was a thing. And they pioneered non endemic ads on Amazon - recognising the Prime audience was perfect even if you could not buy the car on the site.
So getting to TikTok feels right and their approach is interesting. No sign of any cars but these first TikToks kick off their World Cup sponsorship through their partnership with Korean boyband BTS.
This is a longstanding collaboration and Hyundai have ran many TikToks featuring BTS around different promotions.
Now it’s about the Goal of the Century and a dance challenge. It’s off to a slowish start with 1380 videos to date, but that should grow. (It’s worth noting that the Beyonce song ‘Cuff It’ now has over 1 Million videos using it - and it’s going back up the Billboard Charts).
The hashtags have got traction and it’s a global campaign so we see different language versions and the first paid partnerships feature Mexican, Indonesian and French talent.
It looks like we can expect a Goal of the Century effect - so far only used by paid partners.
It’s a well executed campaign of real scale and Hyundai have set the bar for World Cup sponsors - no doubt we can expect lots more over the next few weeks.
Other car brands we have featured;
When you have (arguably) the biggest band in the world as your partner, how can you go wrong? Hyundai’s relationship with BTS provides them with quite possibly the single most appropriate influencers to become the face of the upcoming World Cup. So what does Hyundai decide to do to promote awareness of being the World Cup sponsors? A TikTok hashtag dance challenge with BTS.
Like Simon mentioned, there is absolutely nothing in this campaign that’s about promoting cars. In fact, if you put your hand over the word ‘Hyundai’ or the image of the logo, you could easily think that these ads could come from any other car company or mainstream tech company like Samsung or Microsoft.
The dance challenge seems pretty cool, straightforward, and makes good use of TikTok technology, like interactive AR filters. The background BTS song will surely be a hit and the ‘Goal of Century’ tagline is relevant enough to hold the attention of global football fans targeting across all the specific geographies like Mexico, Indonesia, and France. Maybe the song becomes this World Cup’s version of Shakira’s 2010 World Cup Song ‘Waka Waka (This Time For Africa).’
I do take some issue in the sloppiness of the execution. To me, it’s unclear the benefit of the challenge. Sure, I can participate but what do I get out of it? The warm fuzzy feeling of participating in something loosely tied to the World Cup? Or as it says in the captions, “Do you want to be one of us?”
Not that the reward has to be some sort of cash prize, but to me I’m not clear on why I should be doing this challenge. And another thing - we have seen MANY brands execute well by having a thought through hashtag challenge page with clear instructions and opportunities to click off to websites that explain things in more detail. From what I saw, the #TeamCentury12 hashtag does not have any branded page at all. And what does Team Century 12 even mean?
But look, what do I know? The BTS global fanbase, known as the ‘BTS army,’ is one of the most fervently passionate groups of people in the world. And if you look at the comments of the posts featuring BTS members, they are filled with fan comments absolutely gushing over the band. So surely Hyundai gets some kind of benefit by being associated with BTS. And maybe that’s enough.
Someone at Hyundai sees the value in a TikTok activation using BTS and a dance challenge, which might be part of a broader multi-media campaign sitting across different media channels with a clearer value proposition. So far, the #TeamCentury12 hashtag has billions of views, which definitely include some kind of brand value accruing to Hyundai. They have likely achieved their reach goals. To me, however, I see many tactical decisions that could easily have been improved to make the campaign even better.
From Simon’s Mobile Fix Newsletter
“Make the most of it, make those videos, use TikTok, but just think before you do.”
Having the head of GCHQ encourage people to use TikTok in this way underlines how remarkable the influence of TikTok is.
Their ambition is unbounded. Just this week we learn how they plan to grow commerce.
"By providing warehousing, delivery, and customer service returns, our mission is to help sellers improve their operational capability and efficiency, provide buyers a satisfying shopping experience and ensure fast and sustainable growth of TikTok Shop,"
and compete with Spotify be expanding their Resso music service globally;
ByteDance has discussed in recent months launching its Resso music streaming service, which is currently only available in India, Indonesia and Brazil, in more than a dozen additional markets, according to some of the people. The U.S. wouldn’t be part of this next phase of expansion but ByteDance has said it wants the service to be available globally so that users can discover songs on the short-form video app and then easily subscribe to music, they said.
Focusing on ads they are running an interesting campaign featuring UK creators who are running TikTok Shops. I don’t think TikTok are walking away from commerce at all, they are just adjusting their strategy. And in the latest Good TikTok Creative newsletter we celebrate a good campaign from Built Different - a bloke Fit Check.
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