Hyundai begins SuperSturcture contest
Hyundai Auto Canada of Markham, ON has begun an online contest promotion tied to its presence at the Canadian International AutoShow. The contest is being conducted at <http://www.hyundaisupersearch.ca>. It invites consumers to participate in a search for an object called the SuperSturcture, which was ostensibly stolen from the company's display at the AutoShow by three characters from the brand's previous advertising. The object is a representation of the frame from a 2017 Elantra sedan. The campaign promotes the benefits of this frame to the vehicle. Five clues to the location of the structure will be released during the contest via the brand's social media channels. The grand prize winner will receive $20,000. Four additional winners will receive $2,500. The contest will run until April 4. The campaign was developed by Innocean Worldwide Canada.
"We wanted to highlight, in a fun and interactive way, the benefits of the new SuperStructure introduced in the all-new 2017 Elantra," said Lawrence Hamilton, director of marketing at Hyundai. "This contest will highlight the super handling, super quietness, and super safety benefits that are central to our communications with the all-new Elantra, creating enthusiasm for the car."