For the 2013 season I lead the NCAA College Football Project – from executive presentations to campaign execution, I immersed myself in college football. We translated the loyalty and passion college football fans have for their teams into the passion Hyundai drivers have for their cars.
In the 3rd year of of Hyundai’s sponsorship of 25 elite college football teams, we were tasked with finding a way to activate the fan from a digital perspective.
We partnered with Yahoo! Sports to create a 3-month, fully integrated digital experience. With over 25 branded content videos, to 50 articles and editorials, to engaging clickable site skins, homepage takeovers, and more, we profoundly tied the passion college football fans feel for their sport with Hyundai.
See all the videos here.
900% higher digital click-through rate than the national average.
Total Video views on 2,978,918 Hyundai sponsored video content:
40,767,050 impressions Driving to TheLoyaltyReport.com
Shared across social channels: 223,550 Total Articles on TheLoyaltyReport.com
FLORIDA STATE UNIVERSITY – THE SOD CEMETERY
1 IN CUSTOMER LOYALTY.
There are no words to accurately describe true loyalty. It runs too deep. Touches places in us that even memory can’t reach. Where we are both our strongest and most vulnerable. So, instead, we use examples to describe our loyalty. Analogies. Anecdotes. Stories that, as they’re told over and over, by more and more people, become something more indelible than even the truth. They become tradition.To be reenacted and retold by the next generation. Followed by the next. And the next. And the next.
THINK ABOUT IT
Challenges inspire us. Make us stronger. They’re the reason every Sonata comes loaded with new thinking. Twin-scroll turbocharged thinking. And first hybrid in its class to use a lithium polymer battery thinking. Challenges. Bring them on. We dare you.
THE 2011 SONATA FAMILY
The Uncensored POS kit was a unique project. We needed something as interactive as the Online and TV campaigns, but as an experience on the dealership floor. We needed something that captured the magic of Uncensored. So, we used an optical illusion to deliver messaging at 2 levels. From afar, you can read the headlines but as you approach the element the headline dissipates into the background revealing hundreds of real people comments that reinforce the headline.
World Environment Day – June, 2012
The campaign kicked off on June 5, World Environment Day. We held events in New York’s Bryant Park, Navy Pier in Chicago, Fashion Show mall in Las Vegas and Downtown Austin.At these events, we shared tips on how to improve your MPG and showed people how much gas they could save by driving a Hyundai. The app compared their car against a new Hyundai. We then asked people to help us make a change and sign our petition to make August National Fuel Efficiency Month
Creating a petition is not as easy as it sounds. Actually, it was significantly harder to meet the government standards and collect enough information from people to maintain its legality. Fortunately, we were able to use Facebook and Whitehouse.gov to create a combination of petitions. At the end of July, Hyundai will take the signatures from the World Environment Day Events, WhiteHouse.gov and Facebook – compile them and send it off to The White House for President Obama to officially declare August as National Fuel Efficiency Month.