Hyundai Makes Game Days More Memorable In The Seventh Year Of Its College Football Marketing Program

FOUNTAIN VALLEY, Calif., Aug. 31, 2017 -- Like college football teams across the country, Hyundai is finishing up its preseason preparations for the seventh consecutive year of its successful college football marketing initiative. The integrated campaign this year includes game-day experiences, a seven-episode video series with The Players' Tribune, along with print, radio, in-stadium and digital advertising with each of the partner teams.

"This year our focus is on making the game-day experience better in a meaningful way for the fans at our eleven partner schools, which are some of the most storied programs in college football history," said Dean Evans, chief marketing officer, Hyundai Motor America. "Over the first six years of the program, Hyundai has interacted with more than seven million fans at its school activations, and with the new Fan Base concept and content partnership with The Players' Tribune, we have high expectations for the season."

Hyundai Fan Base

Hyundai is partnering with 11 of college football's powerhouse programs to execute 72 game-day events, activated by agency Advantage, at stadiums with some of the best atmospheres in the country. At 11 featured games, which will include hotly anticipated national matchups, Hyundai's Fan Base will give fans a fun and exciting place to pregame prior to kickoff.

The Fan Base space will include interactive elements like the Pack the Back challenge, where fans will try to fit stylized 3-D puzzle pieces into the trunk of a Tucson, a football toss contest, trivia and face painting, along with prizes and other promotional giveaways. Legends from the host schools will also be stopping by for photo opportunities and autographs. In addition to the Tucson, Hyundai will have on display its 2018 Sonata and will offer a sweepstakes for one lucky fan to take one home over the course of the season.

The Players' Tribune Homecoming Content Series

The Players' Tribune gives athletes a platform to connect directly with fans and the Homecoming video series, in partnership with Hyundai, will explore the perspective of a professional athlete returning to campus to live out an ideal day. The seven-episode series, featuring seven different players, will visit the places they loved most, meet the people who had the biggest impact on them and see how those places have changed for the better. Homecoming launches this fall and can be seen on ThePlayersTribune.com.

Partner Schools

Hyundai's college football campaign is built around its partnership with 11 of college football's marquee programs, including nine ranked in the Associated Press Top 25 Preseason Poll and the top three schools overall. The 11 partner schools include Alabama, Arizona State, Florida, Florida State, Georgia, Michigan, Ohio State, Penn State, Tennessee, Texas and the University of California, Los Angeles. From the Swamp to the Big House to the Rose Bowl, fans from all across the country will experience the passion of Hyundai and its owners, and its similarity to college football fans. The media and sponsorship rights are managed by IMG College (eight schools), Learfield (Penn State and Alabama) and PAC-12 MMR (Arizona State).

 

Hyundai Sun Bowl

To close the season, Hyundai continues to be the title sponsor of the Hyundai Sun Bowl in El Paso, Texas. The Sun Bowl is the second-oldest college football bowl game in the nation and matches teams from the ACC and Pac-12 conferences. This year's game will mark the 84^th year of the Sun Bowl and is scheduled for live broadcast on CBS, Friday, Dec. 29, at 12 p.m. MT (2 p.m. ET).

HYUNDAI MOTOR AMERICA

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through 835 dealerships nationwide. All new Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes a 5-year/60,000-mile fully-transferable new vehicle limited warranty, Hyundai's 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance.

For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com

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SOURCE Hyundai Motor America

CONTACT: Michael Stewart, mstewart@hmausa.com, 714-887-2495

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