The Masked Franchise x Hyundai

HYUNDAI THE MASKED DANCER S1 & THE MASKED SINGER S5 PARTNERSHIP 2021

Hyundai partnered with The Masked Singer and The Masked Dancer on the Rearview Mirror Series to align with uplifting storytelling the unmasked contestants shared which connected with Hyundai’s messaging.

• :15 co-branded call-to-action ran weekly in Hyundai commercial time driving viewers to the Rearview Mirror series on the show’s social handles
• The exit interview series provided viewers with an emotional look at each unmasked contestant as they looked back on their experience on the show.

The Masked Singer :15 co-branded call-to-action

The Masked Singer Rearview Mirror Series – Social

Social

• Rearview Mirror series included a co-branded open and close
• Hyundai supported both TMD & TMS partnerships with paid amplification on Twitter

Results

The Hyundai & FOX partnership resulted in significant lifts across key brand metrics including an increase in unaided brand awareness and consideration.

Hyundai saw strong increases across relevant brand perception including seeing the brand as worth paying more for and caring about their customers.

Viewers connected with the partnership, agreeing it was relevant to them and made them more likely to consider Hyundai.