Hyundai Hijacks Super Bowl with Three Fan Experiences - Event Marketer

Hyundai Hijacks Super Bowl with Three Fan Experiences

2016 Ex_EX_Sports_Hyundai2
Brand: HYUNDAI
Agency: ADVANTAGE INTERNATIONAL
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2016

To kick off its new four-year deal with the NFL, Hyundai executed a total brand takeover of football’s biggest event: the Super Bowl. Leading the bold strategy was a roaming fleet of 10 metallic gold wrapped vehicles delivering social media-driven surprise and delight engagements to fans all over San Francisco. Three unique fan experiences—the NFL Legends Zone, the Blue Drive Lounge at Super Bowl City and the Hyundai Game Day Zone—offered a variety of in-depth engagements for locals and football fans alike, ultimately exceeding program expectations and driving a 5.6 percent conversion from handraisers to dealer leads.

Inside the Legends Zone, fans could take part in 29 autograph signings and interact virtually with NFL Legends through an augmented reality “Legendary Photo Op.” The Blue Drive Lounge immersed attendees in an eco-friendly environment (as a nod to the brand’s hybrid technology) where fans could charge up their devices using solar power or take a “Human Powered Selfie” by generating enough energy from their touchdown dance to snap the photo. The Game Day Zone rounded out Hyundai’s Bay Area blitz, where fans had fun with an arcade classic—a giant claw machine—and posed mid-air for a touchdown GIF.

The program delivered in a big way, generating 8.8 million social media impressions, 22.6 million on-site impressions and visits by more than 1.3 million attendees.

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