Hyundai, which in February ended its alliance as the official vehicle and SUV of the NFL, returned to activate around the Draft for a third season with a multi-channel campaign called ‘Rolling with the Rookies presented by Hyundai’.
This was an online-led initiative built around a five-episode content series profiling a group of college football athletes and saw the spots bring them back home to visit the people, places and moments that defined their journeys.
Hyundai teamed up with a selected group of five players projected to be taken in the first two rounds of the Draft.
The auto brand filmed the prospects in their hometowns and captured their personal stories of challenge and triumph and their journeys to make their NFL dreams become a reality.
The player five minute mini movies included Alabama defensive lineman Quinnen Williams,
Clemson defensive end Clelin Ferrell,
Iowa State running back David Montgomery,
Kentucky linebacker Josh Allen
and Washington free safety Taylor Rapp.
Hyundai posted the content on its own US website and across social media channels and via a multi-platform distribution strategy driven in partnership with digital sports publisher and consultancy ThePostGame.
Fresh off a national championship with #Clemson, first round DE Clelin Ferrell is ready to help the #Raiders defense and make his late father proud. #RaiderNation #ALLIN pic.twitter.com/TfFMbhEikY
— ThePostGame (@ThePostGame) April 26, 2019
Comment:
As part of its NFL deal, Hyundai had been an official sponsor for the NFL Draft and Kickoff Weekend and this year’s work continued a campaign first introduced for the 2017 Draft (see case study).
Links:
Hyundai USA
https://www.youtube.com/user/HyundaiUSA
https://www.facebook.com/Hyundai
NFL
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