Many companies are now investing to develop and sustain emotional relationships with customers through CSR activities and PR campaigns. While most of corporate PR campaigns are aiming to develop positive company images by delivering transformational advertising messages, Hyundai Motor Group's most recent campaign, 'Gift-car', is considered one of the most successful efforts in that it prompted customers' voluntary participations and echoed in their heart by utilizing a variety of SNS platforms, such as Twitter, YouTube, blogs, and etc. After a thorough analysis of the 2010 Hyundai Motor's PR campaign, this case study found three important reasons for the outstanding outcomes the campaign has generated: (1) customers' voluntary participations through online comments and replies, (2) the use of a diverse means of customer participations, such as Twitter, YouTube, and Opencast services, and (3) a storytelling technique that has prompted customers' emotional responses. These findings indicate that a key to the success of corporate PR campaigns is the implementation of two-way communication between the company and its customers that may generate customers' voluntary participations and an emotional tie with the company. Some practical implications of these findings are discussed in conjunction with the use of SNS in corporate PR campaigns.