Hyundai Brand Celebrates the Spirit of Loyalty with 17 of the Top College Football Programs
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Brand Celebrates the Spirit of Loyalty with 17 of
the Top College Football Programs
Digital Food and Travel
Network Tastemade Show The Grill Iron Cooks Up Tailgate-Inspired Fare at
Hyundai FieldHouse Game Day Activations
FOUNTAIN
VALLEY, CA -- Sept. 1, 2015: Hyundai’s successful
college
football marketing program is coming back for its redshirt senior
season to connect with the millions of passionate fans across the country.
In its fifth year, the multifaceted #ThisIsLoyalty campaign includes
regional advertising, social media engagement and game day experiences.
There is one thing college football fans and Hyundai owners have in
common: loyalty. Hyundai is the number-one automotive brand in customer
loyalty for six years running, according to Brand Keys. Just as football
fans go to any lengths to express their loyalty, passion and dedication,
Hyundai fans show their loyalty by buying another Hyundai.
“By continuing our college football marketing campaign, we are connecting with the next generation of car buyers and reaching football fans throughout the entire week,” said Jacquelyn Kim, director, customer communications and promotions, Hyundai Motor America. “Loyalty means everything to this generation, as well as having the best experience possible with a brand. At Hyundai, we strive to exceed owners’ expectations—from the time they set foot in a showroom to when they are ready to trade in their Hyundai for another one.”
The #ThisIsLoyalty marketing program delivers an
authentic experience that millennials and football fans demand today.
According to Cars.com’s 2015 Millennial Outlook, millennials account
for 26 percent of new-vehicle retail sales, and for the first time, that
puts them ahead of Gen Xers.
#ThisIsLoyalty
Hyundai’s college football program will feature TV, print,
radio and out-of-home and online ads that celebrate the culture of football
fans. Furthermore, Hyundai will be hosting on-site activations at the 17
partner universities, in addition to generating social media engagement.
In the regional TV spot “Sealing the Deal,” a customer
and dealer are sitting inside a Hyundai dealership office whose walls are
decorated with team gear and memorabilia. The customer feels bonded to the
dealer as they share loyalty for their college. The print component of the
campaign includes game day programs and fan guides, while the radio spots
“Shared Loyalty,” “Every Game,” “No
Words” and “Not Going Anywhere” draw the parallel between
loyal college football fans to Hyundai owners and their cars. The radio
spots will air on local coaches’ shows and game broadcasts. The
out-of-home advertising consists of stadium LED ribbons and boards, and the
online advertising will be composed of digital banners on school athletic
sites and on Hyundai.com.
#ThisIsLoyalty, the online extension
of the campaign, is an invitation for college football fans to share
pictures, posts and tweets that exemplify their individual expressions of
loyalty. Hyundai’s microsite HyundaiUSA.com/Loyalty will feature a
leaderboard that will track fan engagement and chatter on social media to
determine which fan base is the most vocal and passionate about their
loyalty. The microsite offers several pieces of downloadable content where
fans can get preassembled pride packs to post to their channels and help
their team move to the top of the leaderboard. Fans can also order a free
school-branded window cling on the microsite. The creative was developed by
INNOCEAN USA.
On Game Days
Hyundai is partnering with 17 of
college football’s most prestigious programs, including 7 of the top
10 in the 2015 USA Today coaches preseason poll, to bring 117 game
day events, activated by agency Advantage International, to stadiums across the
country. At 17 featured games, including the Iron Bowl (Auburn vs.
Alabama), USC vs. Stanford and longtime rival games Michigan vs. Michigan
State and Florida vs. Florida State, Hyundai will have a larger presence
with the Hyundai FieldHouse. The Hyundai FieldHouse is 2,400 square feet of
pregaming heaven with TVs, lounge seating and surprise university
celebrities, who will be signing autographs and mingling with fans. This
successful activation saw nearly 10 million fans in total last season.
The Hyundai FieldHouse will also give fans the opportunity to check out
the latest vehicles in Hyundai’s lineup and play fun tailgating games
to win cobranded school gear. Hyundai will also showcase an Ultimate
Tailgate Vehicle, a Santa Fe modified for any and all pre- and postgame
celebrations, along with the all-new 2016 Tucson.
Tastemade’s The Grill Iron
Returning from last year and adding three more universities
to its roster, the highly successful digital food and travel network Tastemade will shoot
episodes of The Grill Iron at nine partner schools at each of
their featured games. Jax Tranchida, host of The Grill Iron, will
team with a noted local chef in each episode to cook up tailgate-inspired
fare at the FieldHouse. The online series on Tastemade.com will feature new
schools Auburn, Clemson and Wisconsin and returning schools Florida State,
Michigan, Ohio State, Texas, UCLA and USC. The top four chefs from the
series will be invited to the Tastemade Studios for a cook-off, voted on by
a live, local audience invited by Hyundai. This finale will be filmed and
developed into two final episodes of the 2015 series.
Partner Schools
The 17 partner schools include
Alabama, Arizona State, Auburn, Clemson, Florida, Florida State, Georgia,
Michigan, Ohio State, Oregon, Penn State, South Carolina, Tennessee, Texas,
UCLA, USC and Wisconsin. From the Swamp to the Big House to the Coliseum,
fans from all across the country will experience the loyalty and passion
that Hyundai breathes into its products. Hyundai’s support for
college football began through a multiyear agreement with IMG College to
manage media and sponsorship rights and develop local campus marketing
programs.
2015 Featured Game Schedule
USC vs. Stanford | 9/19 |
Georgia vs. South Carolina |
9/19 |
Arizona State vs. USC | 9/26 |
Wisconsin vs. Iowa | 10/3 |
Tennessee vs. Arkansas | 10/3 |
FSU vs. Miami | 10/10 |
Michigan vs. Michigan State | 10/17 |
Texas vs. Kansas State | 10/24 |
Penn State vs. Illinois | 10/31 |
UCLA vs. Colorado | 10/31 |
Alabama vs. LSU |
11/7 |
Clemson vs. FSU |
11/7 |
South Carolina vs. Florida | 11/14 |
Oregon vs. USC |
11/21 |
Ohio State vs. Michigan State | 11/21 |
Florida vs. Florida State |
11/28 |
Auburn vs. Alabama | 11/28 |