Hyundai Card, 40,000 Visitors in 4 Days for Disney+ Marketing Campaign..."Data Science Shined"

Disney+ M Point 1+1 Event
Over 40,000 Customers Participated in Just 4 Days
Achievements in Digital Capabilities Including Data Science

[Asia Economy Reporter Ki Ha-young] Hyundai Card, the first domestic card company to become an official marketing partner of Disney+, has launched a special promotion that has been a huge success. It is being evaluated that Hyundai Card's data science capabilities, optimized for personalized marketing, are delivering results.

According to Hyundai Card on the 18th, the 'Disney+ M Point 1+1 Event,' which started on the 12th, attracted more than 40,000 customers in just four days. This event sold a one-month Disney+ subscription for 9,900 M Points and gave an additional one-month subscription to customers who purchased it.

Although circumstances differ, compared to Netflix recruiting about 100,000 customers in its first year of service in Korea in 2016, Hyundai Card recruited approximately 40% of that number in just four days through a single event.

There are only four domestic companies that have official partnerships with Disney+. These are telecom operators LG Uplus and KT, SC First Bank which has maintained a partnership with Disney since 2017, and Hyundai Card, which established a partnership with Disney+ for the first time this year.

Hyundai Card believes that its digital capabilities based on data science played a decisive role in establishing this partnership. Since the success of the online video service (OTT) industry depends on sophisticated recommendation algorithms and other digital capabilities, it is interpreted that Hyundai Card's data science capabilities, optimized for personalized marketing, were highly valued.

Since 2015, Hyundai Card has systematized various data characteristics of its members in a proprietary way and built and utilized a data platform called 'True North.' This platform allows users to input desired conditions after planning marketing strategies, and then automatically extracts optimized target customers based on artificial intelligence (AI) and executes marketing immediately. In this event, Hyundai Card used its data science capabilities to select customers likely to use Disney+ and sent separate marketing messages (LMS), significantly increasing customer participation rates.

Additionally, the influence of M Points, which has 10 million customers, is analyzed as a factor. M Points are activated with over 160 brands and more than 55,000 usage locations, with an annual point usage rate approaching 90%. From Disney+'s perspective, which wants a quick and smooth landing in the domestic market, M Points with 10 million active customers likely appeared positively. Hyundai Card's know-how in collaboration with major domestic and international companies as a pioneer in the domestic private label credit card (PLCC) market is also cited as a success factor in establishing the partnership.

A Hyundai Card official said, "We plan to continue strengthening various data science collaborations with Disney+ in the future."

This content was produced with the assistance of AI translation services.