FOUNTAIN VALLEY, Calif. – The NFL features some of the best rivalries in all of sports. Hyundai is harnessing fan passion for those rivalries with its new digital and social promotion called Put Your Profile On The Line. Through the platform, fans have an exciting opportunity to challenge one another on the outcome of their favorite games, with the stakes being their Facebook profile picture.
Fans select their favorite team, then identify Facebook friends that they’d like to challenge that week. Once this is chosen and the challenge has been accepted, friends put their Facebook profile picture “on the line.” Based on the outcome of the game, both fans will receive a link to the losing fan’s Facebook profile picture with an overlay featuring the logo of the winning team. Both fans will be encouraged to share the picture to their Facebook profiles. Every time fans compete in a challenge, they will automatically enter a sweepstakes for the chance to win tickets to Super Bowl LI.
As the season progresses, so do the stakes — from opposing team overlays to entertaining GIFs and other challenges. On the Hyundai site, fans can keep tabs on different friends’ challenges, see how many Super Bowl entries they’ve earned and view past outcomes. The Super Bowl tickets grand prize will be awarded following the conclusion of the regular season.
“At Hyundai, we understand the NFL fans’ loyalty to their team and with the Put Your Profile On The Line challenge we’re tapping into that fan passion by providing fun ways for them to express it,” said Paul Imhoff, director, Marketing Communications, Hyundai Motor America. “Friendly competition between rivals is an important part of NFL culture and this platform allows fans to showcase their passion and have a possibility to win tickets to Super Bowl LI.”
The campaign was developed by Hyundai’s advertising agency of record, INNOCEAN USA. “For an NFL fan, there’s nothing worse than having to rep your rival,” said Barney Goldberg, VP, group creative director, INNOCEAN. “But even if that happens, we don’t ever judge.”
#BecauseFootball Twitter Sweepstakes
In addition to the Profile program, Hyundai also launched a Twitter sweepstakes. Every Sunday, Hyundai will reward fans for their loyalty and commitment to watching and paying attention to the game. When the announcer mentions the word “Drive,” fans will be encouraged to tweet #BecauseFootball and #HyundaiSweepstakes. Every fan who tweets the aforementioned hashtags will be entered for a chance to win tickets to Super Bowl LI.