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COSTA MESA, Calif., August 16, 2012 – Hyundai joins college football fans in anticipation of the 2012 season, supporting 25 powerhouse programs and bringing 151 on-site events to stadiums across the country. Hyundai’s multi-pronged college football campaign connects the loyalty of Hyundai owners, highlighted by Hyundai’s top automotive ranking in the 2012 Brand Keys Customer Loyalty Index®, with the passion and traditions of college football fans across the nation. For 2012, Hyundai has added 10 schools to the program, giving even more fans the opportunity to celebrate their alma mater, while experiencing the passion that Hyundai incorporates into its entire range of products.
Headlining Hyundai’s support for college football, Hyundai is back with ESPN’s “College Football Live: Hyundai Thursday Night Kickoff” as the presenting sponsor. Hyundai’s partnership with ESPN includes 12 Thursday night programs beginning September 6 running through the end of the season. The campaign message will focus on connecting fans’ passion for their teams to consumers’ passion for Hyundai, and spots will run both pre-show and in-game. The ESPN partnership includes a presence within 25 featured games throughout the season on Thursdays and Saturdays across ESPN/ESPN2/ABC.
Hyundai has established official sponsor relationships with some of the most historic football programs in the country, with the most loyal and passionate fan bases, to bring vehicle and information displays to games this year. 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, creating a union between college football tradition and Hyundai’s pursuit of excellence.
The campaign continues Hyundai’s tradition of being part of the nation’s most high-profile events and attractions including the Super Bowl and Academy Awards, tapping into cultural experiences that are unique to American consumers. By maintaining involvement with the historic football programs across the nation, Hyundai hopes to tap into the passion and traditions that make college football Saturdays such momentous occasions.
“College football fans wear their colors more proudly than any other fan base,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “Reaching fans not only through TV but also at stadiums where that passion is rooted gives us a more genuine connection to the sport and those that love it as much as we do.”
Like any loyal fans, Hyundai is not content just watching games on TV. The overall program includes 151 experiential on-site displays at some of this season’s most high-profile matchups. At select events this year, Hyundai adds to the passion of college football with the introduction of the ‘Ultimate Tailgater Vehicle’ – a 2013 Santa Fe modified to accommodate any and all pre- and post-game celebration. The all-new Santa Fe will be prominently featured in college football creative and on-site displays throughout the fall. The highly anticipated Hyundai Veloster Turbo will sit alongside the ‘Ultimate Tailgater,’ promoting an interactive, modern and entertaining brand image.
Beginning with the September 10 issue, Hyundai ads will be featured in Sports Illustrated‘s “Leading Off” section. The print creative will highlight fan’s passions for their teams. Hyundai will also be the presenting sponsor of SI.com’s refreshed college football team pages and a photo contest where fans can showcase their passion for a chance to be featured in the weekly SI.com “Super Fan” gallery. Fans will be asked to visit the Hyundai “Show Your Loyalty” Facebook Tab and submit images and/or video demonstrating their deep-felt loyalty and passion for their football team, especially examples which incorporate the traditions, rituals, superstitions and culture that are most emblematic of the program and university.
Hyundai will also utilize Facebook and Twitter to enable college football fanatics to demonstrate and share their true love for their team.
Hyundai’s support for college football brings the brand directly to the fans through a multi-year agreement with IMG College, which manages the media and sponsorship rights for the schools Hyundai is partnering with, and helped develop the local campus marketing programs.
The annual Brand Keys Customer Loyalty Engagement Index ® (CLEI) was conducted by the New York-based brand and customer loyalty and engagement consultancy Brand Keys. Hyundai ranked first among automotive brands at creating customer delight in the 2012 study.