When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring advertisers, however, Hyundai didn't just rely on an ad run during Super Bowl LIV. It made that ad the centerpiece of a fully integrated multimedia campaign. Developed by ad agency Innocean USA-an agency created in 2005 with Hyundai as its first client-the campaign not only became one of the most notable Super Bowl-based promotional campaigns that year, it surpassed numerous Hyundai objectives.

In today’s networked world, companies need to extend their campaigns across media and time to maximize their return on investment. How did Hyundai do that for the “Smaht Pahk” campaign? How else could Hyundai have extended the campaign?