A huge part of marketing is understanding how your customer thinks, and Hyundai is tapping into this idea with the Hyundai 'New Thinkers Index' campaign, which revolves solely on the idea of thinking.

Launched in collaboration with Microsoft's Bing and MSN, the Hyundai 'New Thinkers Index' campaign includes an online platform where visitors can "explore" the thinking of famous people -- actors, athletes, musicians and more -- as well as watch videos centered on the thinking theme and which feature celebs like Kevin Spacey. Users are also invited to take an online test that measures how they think in areas like music and visual. After a person takes the test, he can compare his results -- for example, whether he is "word smart," "number smart" or "self-aware," among others -- with those of celebs and share them with his friends on Facebook and Twitter.

According to Jonathan Oliver, senior digital strategist at Microsoft Advertising, "We’re not shifting cars, we’re shifting thinking -- moving the needle on people’s perceptions of Hyundai as a brand. Everyone knows the brand, but Hyundai needs to increase the brand love."