challenge

Much like superheroes, we found ourselves in tight spot: how to impress Marvel fans with zero references to the MCU, minimal budget, 4 weeks, and… no direct lead-gen capture ¯\_(ツ)_/¯

teaser

We started with some cryptic Hyundai x Marvel collab posts on social and kept the Kona under wraps, literally, beneath illustrated panels from the first-ever solo Iron Man comic book.

reveal

You don’t go to Comic-Con to hear from Hyundai. So we let Marvel do the sheet pull. Their very own CCO Joe Quesada revealed “earth’s mightiest SUV” and some of its most super features to fans watching live and via Marvel’s livestream Comic-Con coverage.

engage

Our Complete & Compete Challenge brought fans back all weekend long. Famed Marvel and Iron Man artist Todd Gauck illustrated a full panel live on stage, based on the audience’s Mad Libs-style suggestions… which resulted in Iron Man surfing with Hawkeye.

Fans were then invited to tag selfies with the Kona Iron Man—cosplay definitely welcome—to win the one-of-a-kind signed artwork for themselves.

result

With zero paid media support and no direct onsite lead generation (a Marvel stipulation), our 3-day Comic-Con activation resulted in:


70% overall handraiser benchmark met
5.3 million impressions
63 earned media articles, including:
KTLA Morning News coverage
plus increased engagement & discovery across all social channels