Hyundai has been busy on the football field, backing 17 teams on the regional-marketing front, with its new #ThisIsLoyalty campaign.
But now, for the first time, the automaker is going national with its first NFL marketing execution. The effort launching with kickoff on Thursday, makes Hyundai the presenting sponsor of the 2015 NFL Kickoff activities that include a concert in the San Francisco Bay Area, home of Super Bowl 50.
“Our NFL campaign is all about conveying our love for football and providing opportunities for people to celebrate the game in a meaningful way,” said Jacquelyn Kim, director, customer communications and promotions, Hyundai Motor America. “In the new television creative, we want to showcase what passionate fans do #BecauseFootball, and include the role our vehicles can play in that.”
Hyundai is promoting the redesigned Tucson SUV and specifically the hands free liftgate with a 30-second spot, which will run during the season opener. The focus is on Arizona Cardinals fans and their effort to create the ultimate symbol of support for their team.
A second ad, “Field Goal,” which Hyundai says will debut Sept. 24, shows a newborn baby in the Sonata sedan. Both will run on NFL broadcast and online properties, and season long network game coverage, plus Hyundai’s YouTube channel. Hyundai says these spots begin a raft of football-themed ads for a season-long campaign with football-centered creative.
At the Kickoff to 50 presented by Hyundai Fan Fest, in San Francisco starting Sept. 9, Hyundai will have its FieldHouse experiential program, with a Kickoff to 50 gold wrapped Hyundai Tucson and a tailgating-customized Santa Fe.