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Hyundai Begins Season Long College Football Campaign

Posted on September 27, 2011

Who is ready for some FOOTBALL?  Hyundai Motor America is tapping into the passion of college football fans this year with a season long marketing campaign across ABC’s family of networks including ESPN and ESPN2.  The overall program includes 64 on-site displays at some of this year’s most anticipated match-ups, print, local media and online support, and on-air advertising during 13 featured games.  Hyundai’s multi-faceted college football advertising program is designed to connect the loyalty of Hyundai owners with the passion of college football fans and traditions of sports teams across the country.  

15 schools have already established official sponsorship relationships with Hyundai, and there are plans to add 9 more next season, which include site sponsorships, marketing, hospitality, and media opportunities.  Currently, they are sponsoring Alabama, Arizona, Arkansas, Auburn, Cal, Florida, Florida State, Georgia, Georgia Tech, Ohio State, Oregon, Pittsburgh, South Carolina, Texas and Virginia Tech, which are ranked as some of the 15 most historic schools in history.  Game-day display elements will include on-field promotions, on-site displays, tickets for hospitality and unique giveaways. Hyundai’s engagement will grow from 15 teams in 2011 to 24 in 2012, extending its relationship with college football and its fans.

The college football marketing strategy continues to follow Hyundai’s advertising strategy named, “Big Voices in Big Places,” ensuring that the Hyundai brand is represented in the nation’s premier events and attractions.  This includes have an advertising presence during the Super Bowl and Academy Awards.  Steve Shannon, vice president of Marketing for Hyundai Motor America, says, “College football is all about tradition, loyalty and passionate fans, and no one appreciates that more than Hyundai.  Hyundai owners love their cars, so it’s no surprise that their support has pushed us to the top of consumer loyalty rankings.”

Hyundai spots will appear in Thursday night games and additional Saturday broadcasts, weaving Hyundai into 13 of the most highly anticipated match-ups of the college football season.  Hyundai’s support of college football continues with local television advertising in 16 hot markets reaching across the Big 10, Big 12, Pac 12, ACC, SEC and Big East.

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