For Hyundai’s sponsorship of the Los Angeles Dodgers, Huntington Beach, California-based Innocean Worldwide linked the car to Dodgers-fan passion. Because statistics are a huge part of baseball, the campaign is based around numbers that are meaningful to Hyundai and also meaningful, insightful or just plain fun to Dodgers fans. As an example: Research showed that the number 40 (the miles per gallon of the 2011 Elantra) was also the percentage of singles hit by Dodgers players with moustaches in 1988—the year they won the World Series. In addition to the posters, the campaign also includes a series of vintage-style player cards, featured in Dodgers magazine, online banners; stadium LED boards; radio for Spanish language stations and an online contest.
// From our friends at Communication Arts