• by Karl Greenberg , September 15, 2011

Hyundai Motor America is keeping its "Big Voice in Big Places" strategy going with a new program around college football. The campaign puts Hyundai vehicles, branding, advertising and experiences at 15 universities' NCAA football games and on campus. The marketing juggernaut also makes Hyundai presenting sponsor of "Thursday Night College Football Live" through November on ESPN starting with the inaugural Thursday game featuring Louisiana State University and Mississippi State.

Broadly speaking, at games at the 15 colleges, Hyundai will get on-site sponsorship, marketing, media and hospitality opportunities. Hyundai says it will have 64 experiential on-site displays, print, online and local media support, and in-game advertising during 13 featured games across ABC's family of networks including ESPN and ESPN2.

The 15 teams include Alabama, Arizona, Arkansas, Auburn, Cal, Florida, Florida State, Georgia, Georgia Tech, Ohio State, Oregon, Pittsburgh, South Carolina, Texas and Virginia Tech. The automaker will add nine more schools to its sponsorship roster next year, per a release. Hyundai partnered with IMG College, which manages the media and sponsorship rights for the schools, and also helped develop local campus marketing programs.

To support the program, Hyundai has created a raft of new advertising that will run during the seven Thursday Night College Football Live slots that the company is sponsoring. The ads, running both pre-show and in-game, play on the theme of loyalty. They will also run on Saturday broadcasts for a total of 13 games. The automaker says it will also run regional ads in local television markets in 16 key markets across the Big 10, Big 12, Pac 12, ACC, SEC and Big East.

Online, Hyundai is sponsoring the CFB Live show every Wednesday of the season, and conversation surrounding a game each week that had the best home field advantage and integration into Facebook and Twitter. In print, Hyundai will advertise in ESPN Magazine's college football coverage throughout the season.