Cover Story
H y u n d a i ’ s
Super Mobile
Sunday
BY THOMAS HAIRE
Eric d’Ablaing and Patricia Romero
say the automaker’s successful
mobile DR campaign during Super
Bowl XLII played an important role in
seeding the $80 million marketing
launch for the new Genesis sedan.
The bottom line for direct response is to
integrate it,” says Eric d’Ablaing, Internet administrator, for Fountain Valley,
Calif.-based Hyundai Motor America
(HMA). “It has to fit with your strategy and your
ultimate goal. For Hyundai, we’ve found it’s a great
connection point. We’re going to end up with opt-ins at the dealer, or at least at the dealer site.”
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