World Cup sponsor Hyundai is running a multi-media campaign to drive soccer fans to its Tumblr microsite, BecauseFutbol.com. It features original art (illustrations, photographs and gifs) from several Tumblr influencers/artists – most images feature fans shouting (either for joy or on the brink of tears). It’s like an online collection of bumper stickers. Some are clever, some are lame, and most are in between. If you think you can do better, you’re invited to create your own and share it with all the soccer fans Hyundai hopes will visit the site.
Hyundai is running campaigns on other influencer programs, too, including Instagram and Vine which, according to ad experts, are better for storytelling. But Hyundai’s competition, Buick and Ford, have been doing better–enlisting Vine stars like Zach King to create quick, fun videos to help connect with new audiences. In one, there’s a Buick parked near a basketball hoop. Zach places a basketball on the trunk, which pops and passes it to the hood, which then opens and sends the basketball right into the hoop. Sports fans love this kind of clip. (It was re-vined more than 20,000 times.) To compare these Vine videos to Hyundai’s collection of art would be like comparing a Mustang to an Elantra.
