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 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 sells a one-month Disney+ subscription for 9,900 M Points and gives an additional one-month subscription to customers who purchase it.
Although the circumstances differ, compared to Netflix recruiting about 100,000 customers in Korea during the entire year of 2016 when it launched its service, Hyundai Card recruited about 40% of that number in just four days through a single event. Currently, Hyundai Card also offers a service allowing payment for up to 12 months of subscription entirely with M Points, in addition to the M Point 1+1 event. There is also a promotion giving up to three months of Disney+ subscription depending on the product when a new Hyundai Card is issued.
Only four domestic companies 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 Optimizes Personalized Marketing through Data Science
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 Disney+ highly valued Hyundai Card’s data science capabilities optimized for personalized marketing.
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' that selects and utilizes this data. This platform precisely selects customers based on Hyundai Card’s curation data and algorithm recommendations, enabling personalized marketing. After planning marketing strategies on-site and entering desired conditions, AI automatically extracts the optimized target customers 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), increasing customer participation rates.
M Point with 10 Million Customers and PLCC Know-how Also Key to Success
It is also analyzed that M Point, which has 10 million customers, had an impact. M Point is 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 Point with its 10 million active customers was seen 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 further strengthen data science cooperation with Disney+ in various ways," adding, "We expect various synergies when Hyundai Card’s brand and design capabilities combine with Disney+’s intellectual property (IP)."
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