SEOUL, Korea ¶ Nov 03, 2011 (Whowired) -- Marketing is all about content. Undoubtedly, content has everything to do with creativity. Thus "content marketing" or "content branding" has been employed by many companies for their products or their brands to be ever more appealing to increasingly fragmented consumers today.

It is true that a growing number of companies join the ranks of "social media savvy" groups, but a promotional content -- ostensibly made by a brand -- will be less likely to be "in sync with" its targeted consumers unless it is not enjoyable enough to "share" it voluntarily for consumers’' sides.

Therefore, it is increasingly important to develop content without setting off an adverse reaction but driving renewed interest from the consumers -- and positively enough, the consumers will find themselves "growing on" a "special message" hidden in the content. In this respect, Hyundai motors' recently launched branding campaign -- jointly staged with Microsoft Corp., on the global stage, is attracting some interest. 

Under the brand slogan of "New Thinking New Possibilities," Hyundai and MS bet on tapping "creative passion" of famous celebrities -- in the fields of film, music, food and others -- in helping them to create a whole new kind of "creative work" made by themselves who include Joseph Fiennes, Kevin Spacy, Ian Wright and Devlin. As indicated by the campaign name of "The New Thinker's Index" a slew of celebrities will showcase their creative work "out of box."

And you might wonder how to be creative in their making content and here is an example.  Joseph Fiennes, English actor who starred in "Shakespeare in Love" teamed up with James Devlin, a rap artist to "reinterpret and recreate" that famous 'Sonnet' by Shakespeare through a unconventional -- if any shocking -- performance titled “Royal Shakespeare Rapper” in a way to exemplify the Hyundai brand's "New Thinking" philosophy.

Sam Kim (press@whowired.com)

Related Sites:

Thinker’s Index; newthinking.uk.msn.com

www.facebook.com/newthinkersindex

www.facebook.com/AboutHyundai