Automaker with the Most Loyal Customers Celebrates the Biggest Matchups, Traditions and Rivalries
COSTA MESA, Calif., Aug. 29, 2013 – College football fans gearing up for the 2013 season will again be able to celebrate their passion and loyalty with Hyundai. In the third year of its college football marketing campaign, Hyundai is connecting its owners, the most loyal in the entire automotive industry according to Brand Keys, with the passion and traditions of college football fans across the nation. The integrated campaign will engage fans at games, online and in the classroom.
"Maintaining our involvement with these legendary programs allows us to combine the passion of college football fans with Hyundai's pursuit of excellence and outstanding customer loyalty," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "We are able to expose fans to Hyundai's lineup and continue our tradition of being part of the nation's highest-profile sporting events."
Game Day Events
Hyundai has again partnered with 25 powerhouse football programs to bring 154 on-site events to stadiums across the country. At 25 featured games, the on-site experience called The Hyundai Fieldhouse will be a destination for fans to watch other games around the country and enhance their pre-game activities.
The Fieldhouse will 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 like t-shirts and sunglasses. Hyundai will also showcase an "Ultimate Tailgate Vehicle," a 2013 Santa Fe modified for any and all pre- and post-game celebrations along with a 2013 Veloster Turbo.
By participating in Hyundai's on-site experience, one lucky fan will have a chance to win a 2014 Veloster Turbo. Each time a fan enters the Hyundai space, they can check-in on Facebook and be entered to win a new car. Last year, Illinois fan David Peterson took home a 2013 Santa Fe Sport.
Yahoo! The Loyalty Report Editorial Content
Online, Hyundai is collaborating with Yahoo! Sports' ThePostGame to create Loyalty Report (www.theloyaltyreport.com). The Hyundai-branded editorial section created by Yahoo! Sports writers, editors and bloggers will highlight the amazing loyalty college football fans show their school. There will be 13 weeks of original content with a new school being featured each week.
The content will include a 13-episode video series showcasing fans and their tailgate traditions, weekly columns on the history of college football and its most historic rivalries, and another 13-episode video series telling human interest stories of the game's most dedicated fans.
Lens of Loyalty Student Film Contest
There is no one better at knowing a school's football traditions than the current students. Hyundai is asking the film programs at its partner schools to submit a one-page treatment for a film that showcases football-related traditions that inspire the students, alumni and fans.
From those treatments, Hyundai will choose the finalists to move onto the film-making process with each finalist receiving $10,000 to produce the film. The resulting 2-5 minute films will be posted on Hyundai's web properties, including its YouTube page, where a winning film will be chosen by a panel of judges. The winning film school will earn an additional $10,000 and bragging rights among some of the country's best film programs.
Hyundai Sun Bowl
To cap off the season, Hyundai will continue its title sponsorship of the Hyundai Sun Bowl. 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 80th anniversary of the Sun Bowl and is scheduled for Tuesday, Dec. 31 at noon (MST) at Sun Bowl Stadium and will be broadcast on CBS.
The 25 teams include: Alabama, Arizona, Arizona State, Arkansas, Auburn, Boston College, BYU, Cal Berkeley, Clemson, Connecticut, Florida, Florida State, Georgia, Georgia Tech, Michigan, Ohio State, Oregon, Pittsburgh, South Carolina, Syracuse, Tennessee, Texas, UCLA, Virginia Tech and Wisconsin. From ‘The Swamp' to ‘The Big House' and 23 schools in between, fans from all across the country will experience the loyalty and passion that Hyundai breathes into its products. Hyundai's support for college football is through a multi-year agreement with IMG College and Learfield Sports, which manages the media and sponsorship rights for the schools and helps develop the local campus marketing programs.
The campaign will also be supported by television, print, radio, social media and online advertising. Hyundai will air spots throughout the season on CBS, ABC/ESPN, FOX and FOX Sports 1. Targeted radio, print and online advertisements will reach diehard college football fans on the channels, magazines and websites they frequent the most.