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.

Which elements of the promotional mix did Hyundai’s “Smaht Pahk” campaign employ?