Brands in the Mobile Space: Hyundai Gets It
Buy a Hyundai Equus and get an iPad preloaded with the owners manual app. But, this is more than a marketing gimmick…
Too often traditional brands (hard-goods product brands) think of mobile as a marketing channel, when they should think of mobile as an extension of a product experience. Mobile marketers are often guilty of engaging in mobile for lead generation when mobile is much better at delivering brand loyalty and product differentiation.
Mobile users want utility, not gimmicks. Compared to other auto industry forays into mobile — like Audi's two-star driving game — Hyundai zags. Especially considering the app is not just a pre-loaded PDF, but a custom-built multimedia reference that, judging by the video, excels as an app.
This is not marketing; it's product differentiation at work.