Best Automobile Social Media Campaign, Best Mobile Social Media Campaign

For the Super Bowl we wanted to extend the hilarity of our Smaht Pahk commercial into social. We started with an online teaser called “Dialect Coach” to introduce that we were doing something Bostony. Once the spot was revealed the love for all things Southie came pouring in, and we were ready with Bostonian replies, and the first-ever TikTok campaign from an automotive brand in the US. We launched a targeted social campaign in the city of Boston as well to pay our respects to the city of inspiration, and then proceeded to have a full Boston Takeover on Twitter, hiring two comedians—including one star from the ad—to tweet for us on gameday and film our real-time Quartertime Shows. The results were wicked awesome, garnering our team a Twitter Brand Bowl win for best real-time efforts, a boost in brand opinion, and 98% positive sentiment throughout the entire campaign.

Contributors:

Creative Directors:	Lori Martin
Creative Directors:	Jamin Duncan
Art Directors:	Chris Dyer
Executive Creative Director:	Barney Goldberg
Senior Content Producer:	Melissa Moore
Project Manager Supervisor:	Suzanne Cheng
Brand Director :	Cassie Reed
Copywriters:	Eddie Babaian
Senior Brand Manager :	Nadia Saavedra
Producer:	Kristen Miller

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.