Hyundai's Innovative 'Comebackpedia' campaign sets an example in 'meme marketing'

Hyundai Motor India has received an overwhelming response for its first-of-its-kind innovative digital campaign ‘Comebackpedia’ for the newly launched 2017 Grand i10. The campaign garnered over 6.7 million views across social media. Based on humour, around 10,400 interesting memes were generated by users and shared on social networking sites.

Puneet Anand

Commenting on the successful campaign, Puneet Anand, Senior General Manager and Group Head, Marketing, HMIL, said, “We took humour as the campaign driver by engaging the popular humour artists to do the meme sourcing with fun elements. We are glad that ‘Comebackpedia’ has received huge popularity and appreciation from our customers, social media fans and critics.”

The ‘Comebackpedia’ campaign is the first-of-its-kind by an auto brand by utilising meme marketing to capitalise on the huge popularity of these humour artists among the youth with the new 2017 Grand i10. ‘Comebackpedia’ is a unique encyclopaedia of comeback memes with branded video content of popular humour artists like Cyrus Broacha, Vir Das, Mallika Dua, Amit Tandon, Vipul Goyal, Kaneez Surka and Rahul Dua.

The campaign was designed to invite fans to log on to www.itswowsome.com and create a meme using the expressions of their favourite humour artists, by simply adding an interesting reaction to a comeback and share with their friends. The most unique memes featured in the video series created by the artists and participants also got a chance to win #Wowsome merchandise.

Campaign-related video content was released in three phases. The first phase had humorous videos of the artists inviting fans to create comeback memes and engage with the brand. In the second phase, ‘The Comebackpedia Show’ featured winning memes and artist’s hilarious versions of come backs in a two-episode show. The third phase included a dramatic, upbeat and humorous video, which concluded the entire campaign with brand integration highlighting ‘The Drive with Besties’ when one buys a new car.

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