#THISISLOYALTY – HYUNDAI RETURNS TO CAMPUS FOR THE SIXTH YEAR OF ITS COLLEGE FOOTBALL PROGRAM
September 22, 2016 by Hyundai• Hyundai's college football program #ThisIsLoyalty is back for its sixth season.
• Brand Taps into the Fan Passion and Loyalty at 17 of the Top College Football Programs
Tastemade's The Grill Iron Show Cooks Up Tailgate-Inspired Fare at Hyundai FieldHouse Game Day Activations FOUNTAIN VALLEY, Calif., Sept. 22, 2016 – Coming back for a sixth year of college is a good thing for Hyundai, as its successful college football marketing program returns to connect with the passionate fans at the country's top football programs. The integrated #ThisIsLoyalty campaign includes regional advertising, social media engagement and game day experiences. The program is built around one of the things college football fans and Hyundai owners have in common: loyalty. Hyundai is the No. 1 automotive brand in customer loyalty for seven years running, according to Brand Keys and just as pride runs deep with college football fans, Hyundai owners show their loyalty by buying another Hyundai. 'Loyalty, passion and dedication are attributes we share closely with college football fans and we built that at Hyundai by striving to better their experience with our vehicles and brand,' said Dean Evans, CMO, Hyundai Motor America. 'This program has been extremely successful at engaging fans within the college football ecosystem, and as fans ourselves, we love celebrating the passion that's expressed every Saturday.' #ThisIsLoyaltyHyundai's college football program will feature TV, print, radio and out-of-home and online ads that celebrate the culture of football fans. Furthermore, Hyundai will be hosting on-site activations at the 17 partner universities, in addition to generating social media engagement. #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 on social media. Hyundai's microsite HyundaiUSA.com/Loyalty will feature content designed specifically for college football fans.
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Show Your Loyalty – The digitally school-theme wrapped Sonatas and Tucsons are back, and wallpapers are available for each of Hyundai's partner schools to download Pride Packs – This module allows fans to download custom art cards for their school to share on their own social channels Signs of Loyalty – Wallpapers featuring various traditions and hand-signs from each school are available for download. The print component of the campaign includes game day programs and fan guides, while the radio spots 'Shared Loyalty,' 'Every Game,' 'No Words' and 'Not Going Anywhere' draw the parallel between loyal college football fans to Hyundai owners and their cars. The radio spots will air on local coaches' shows and game broadcasts. The out-of-home advertising consists of stadium LED ribbons and boards, and the online advertising will be composed of digital banners on school athletic sites driving traffic to Hyundai.com. The creative was developed by INNOCEAN USA. On Game Days Hyundai is partnering with 17 of college football's most prestigious programs to bring 113 game day events, activated by agency Advantage International, to stadiums across the country. At 17 featured games, including the Iron Bowl (Auburn vs. Alabama), USC vs. Oregon and historic rivals Michigan vs. Ohio State, Hyundai will have a larger presence with the Hyundai FieldHouse. The Hyundai FieldHouse is 2,400 square feet of pregaming 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 cobranded school gear. Hyundai will also showcase an Ultimate Tailgate Vehicle, a Santa Fe modified for any and all pre- and postgame celebrations, along with the all-new 2017 Elantra. Tastemade's The Grill Iron Also returning is the highly successful digital food and travel network Tastemade, which will shoot episodes of The Grill Iron at eight partner schools at the featured games. Jax Tranchida, host of The Grill Iron, will team with a noted local chef in each episode to cook up tailgate-inspired fare at the FieldHouse. The online series on Tastemade.com will feature new episodes at University of California, Los Angeles, Clemson, Auburn, Texas, South Carolina, Florida, Georgia and Ohio State. Partner Schools The 17 partner schools include Alabama, Arizona State, Auburn, Clemson, Florida, Florida State, Georgia, Michigan, Ohio State, Oregon, Penn State, South Carolina, Tennessee, Texas, University of California, Los Angeles, 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. The media and sponsorship rights are managed by Learfield Sports (Penn State, Wisconsin), Fox Sports Net (USC), Pac-12 Sales (Arizona State) and IMG College (remaining 13 schools). 2016 Featured Game Schedule UCLA vs. Stanford* 9/24 Arizona State vs. Cal 9/24 Florida State vs. North Carolina 10/1 Clemson vs. NC State* 10/15 Wisconsin vs. Ohio State 10/15 Auburn vs. Arkansas* 10/22 Penn State vs. Ohio State 10/22 Oregon vs. Arizona State 10/29 Texas vs. Baylor* 10/29 South Carolina vs. Missouri* 11/5 USC vs. Oregon 11/5 Florida vs. South Carolina* 11/12 Tennessee vs. Kentucky 11/12 Georgia vs. UL Layfayette* 11/19 Michigan vs. Indiana 11/19 Alabama vs. Auburn 11/26 Ohio State vs. Michigan* 11/26 * Denotes Tastemade activation Hyundai Sun Bowl To cap off the season, Hyundai will continue its title sponsorship of the Hyundai Sun Bowl in El Paso, Texas. 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 83rd year of the Sun Bowl and is scheduled for live broadcast on CBS, Friday, Dec. 30, at 12 p.m. MT (2 p.m. ET). HYUNDAI MOTOR AMERICA Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 830 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai's 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for one year with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and In-Vehicle Service Scheduling.
