Hyundai Plans Extensive Campaign For College Football

Hyundai Plans Extensive Campaign For College Football


Hyundai Plans Extensive Campaign For College Football

Hyundai intends to become a BMOC – big marketer on campus – with an intense multi-media campaign that encompasses ESPN and 15 college football programs nationwide.

On Sept. 15, Hyundai officially becomes the presenting sponsor of Thursday Night College Football Live on ESPN for this season’s inaugural game featuring Louisiana State University and Mississippi State.

In addition to the ESPN Thursday night games, Hyundai said it has established official sponsor relationships with Alabama, Arizona, Arkansas, Auburn, Cal, Florida, Florida State, Georgia, Georgia Tech, Ohio State, Oregon, Pittsburgh, South Carolina, Texas and Virginia Tech.

Hyundai said its alliance would grow from 15 teams in 2011 to 24 in 2012.

The campaign includes experiential on-site displays at college football games, print, online and local media support. TV ads will run during 13 featured games across ABC, ESPN and ESPN2.

In addition to Thursday night games, Hyundai spots will appear in Saturday broadcasts during the college football season.

Hyundai also has local TV media buys in 16 markets spanning across the Big 10, Big 12, Pac 12, ACC, SEC and Big East.

Digital extensions include sponsorship of the online CFB Live show every Wednesday of the season, sponsorship of conversation surrounding a game each week that “had the best home field advantage” and integration into Facebook and Twitter.

According to Steve Shannon, vp-marketing for Hyundai Motor America, “College football is all about tradition, loyalty and passionate fans, and no one appreciates that more than Hyundai.”

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