BY GERRY MILES
A company that makes wonderful vehicles, albeit sans tailgate, is going to provide to connect to college football fans while it does just that: party around the tailgate of various vehicles. With a spotlight on food this year, Hyundai is hoping to boost the appetite for customers to sample their brand.
Hyundai’s returned for its fourth year and is connecting its owners, the most loyal in the entire automotive industry five years running according to Brand Keys, with the passion and traditions of college football. The multi-faceted campaign will be supported by national and regional advertising, social media engagement and game day experiences.
“Participating in college football and interacting with the incredibly dedicated fans continues to be a great way for us to share our pursuit of outstanding customer loyalty,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “This year we are putting a big spotlight on the food at these games. After seeing some elaborate tailgates over the past three years, we’ve partnered with the online food network Tastemade to capture and highlight the many different local cuisines fans enjoy before their big game.”
Hyundai’s college football program will feature TV, print, radio and online ads that celebrate the culture of football fans. In the new national spot, “Hands” Hyundai recognizes the many signs fans use to identify themselves like the Florida “Gator Chomp”, USC’s “V-for victory”, Texas’ “Hook’em Horns” along with others, and connects it to the one sign everyone wants to use, No. 1.
Regionally, Hyundai developed 17 new ads with each of its partner schools where a Hyundai dealer is able to seal the deal by leveraging a sought after collector’s item.
#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. Fans can also experience more of Hyundai’s celebration of college football tradition by visiting the program’s microsite http://www.hyundaiusa.com/loyalty where they can order a school branded window cling.
On Game Days
Hyundai is partnering with 17 of college football’s most prestigious programs, including 4 of the top 5 in the Associated Press pre-season poll, to bring 114 game day events, activated by agency Advantage International, to stadiums across the country. At 17 featured games, including the Iron Bowl (Auburn vs. Alabama), Oregon vs. Stanford, Penn State vs. Ohio State, USC vs. Arizona State and other top matchups, Hyundai will have a larger presence with The Hyundai Fieldhouse. The Hyundai Fieldhouse is 2,400 square feet of pre-gaming heaven with TVs, lounge seating and surprise university celebrities who will be signing autographs and mingling with fans.
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 co-branded school gear. Hyundai will also showcase an “Ultimate Tailgate Vehicle,” a Santa Fe modified for any and all pre- and post-game celebrations along with the all-new 2015 Hyundai Sonata and at the California home games, the 2015 Hyundai Tucson Fuel Cell vehicle. By participating in Hyundai’s on-site experience, one lucky fan will have a chance to win a 2015 Sonata.
Tastemade “Grill Iron”
New for this year, Hyundai is partnering with the highly-successful YouTube food network Tastemade. The network will visit some of the top tailgating schools in the country to learn about their rivalries and food culture and create a 13-episode “Grill Iron” series. As part of the programming, local chefs will be invited to cook a new, tailgate inspired dish at the Tastemade Kitchen in The Hyundai Fieldhouse during featured games in their area.
At the end of the regular season, four top chefs will have a cook off in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.
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 15 school, multi-year agreement in 2011 with IMG College to manage media, sponsorship rights and develop local campus marketing programs. Building off the success of this partnership, Hyundai has expanded the platform to 17 schools that also include Learfield Sports and FOX Sports as additional partners.
Hyundai Sun Bowl
Hyundai will continue its title sponsorship of the Hyundai Sun Bowl; 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 be broadcast on CBS, Saturday, Dec. 27, at 12 p.m. MT (2 p.m. ET).