Hyundai Inspires Football Fans to Show Their Loyalty - Event Marketer

Hyundai Inspires Football Fans to Show Their Loyalty

DB_Gold_Hyundai_2014 Ex
Brand: HYUNDAI
Agency: ADVANTAGE INTERNATIONAL
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2014

In order to drive foot traffic and generate leads for its local dealerships across the country, Hyundai tapped into the excitement around college football with its Show Your Loyalty College Football Campaign. The challenge for Hyundai was finding a way to engage thousands of fans with football on their minds without being intrusive. To do that, the brand went with the strategy: be the coolest tailgater in the fan zone.

The Hyundai FieldHouse accomplished its objective with room to spare at each game played by the 25 teams sponsored by Hyundai. Fans came into the space for a snack and a seat while they watched the ESPN pre-game show. They stayed to take photos with their friends and left with a vintage-inspired university t-shirt. The space was full of football-themed games, Hyundai vehicles with home team branding from each school and co-branded giveaways.

In order to extend beyond the on-site activations, every FieldHouse activity fed social media through RFID integration. Whenever visitors swiped their RFID key chains, they earned another chance to win an all-new Hyundai Veloster. In addition, every swipe sent a FieldHouse-themed update to Facebook, reaching an average of 160 Facebook friends per swipe, and adding up to more than 1.7 million Facebook impressions. More than 23,000 guests checked into the FieldHouse throughout the season. Inside local dealerships in each targeted market, the brand also deployed “Love Your Team. Love Your Car.” showroom kits that included team-branded signage, mugs, padfolios and showroom media.

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