StoryLab
At INNOCEAN, I had the pleasure of helping to build and grow the agency’s social newsroom. We formed a multidisciplinary team that was able to function very nimbly—like an independent agency within the agency. StoryLab handled all of Hyundai's social, from strategy and creative concept, to content production and optimization. In addition to publishing calendared content, we also activated around live events like the Super Bowl, FIFA World Cup, and The GRAMMYs.
Below, some highlights.
#TheDress
It was the night the entire world was divided over a dress. Incidentally, Hyundai had just revealed its special-edition Veloster Rally: a car that only comes in #blackandblue. So while other brands were trying to hijack the moment with poorly Photoshopped images and way-too-contrived tweets, we just shared an unprocessed photo along with a very simple question.
Hyundai Tournament of Champions
HTOC is an annual Hyundai-sponsored golf tournament open only to players who won a tournament the previous year. This video was conceived, shot, and produced entirely by the StoryLab team to generate some awareness around the event.
All-New Tucson Teaser Video
The Hyundai Tucson was getting a slick new makeover, and soon to debut at the New York Auto Show. But we wanted to give our fans on social a fun little sneak peek. So we headed to the studio, blacked out the stage, and played around with some lights.
Veloster Rally Snapchat Teasers
Hyundai decided to take their quirky three-door Veloster one step further with a rally-inspired version, its most unique feature being a matte-blue paint job. Our challenge was to get millennial Veloster fanboys hyped up about the new model without revealing its trademark color.
#HowOldRobot
Microsoft's photo-analyzing, age-guessing algorithm was making the rounds, so we put it to the test on the new Hyundai Genesis, which had just celebrated its first birthday earlier that month.
