Hyundai, official auto sponsor of the NFL, is rolling out a set of four digital documentaries exploring the personal draft stories of four young and hopeful players looking to go professional.
The films focus on the lives of four players – Mitchell Trubisky, OJ Howard, Mike Williams and Haason Reddick – all of whom are projected by most experts and mocks to be chosen in the first round.
The hopeful foursome also worked with Marcus Rivero (aka SolesBySir) to design an NFL-theme ‘custom wrap’ for a Hyundai Santa Fe.
The videos and the wraps are the twin focus of the car company’s multi-strand Draft Day activation running under the title ‘Rolling with the Rookies’ and developed with agency Advantage.
For this year’s NFL Draft, which will take place in Philadelphia between 27 and 29 Aril, Hyundai hooked up with four future (hopefully) NFL rookies and ahead of the draft Hyundai shot documentary shorts in each prospects’ home towns.
The films focus on their early lives and talk to those who have helped them along the way as they tell their unique stories and track their journey from ‘pee wee football’ to ‘high school’ and ‘college ball’.
Launched on 24 April on the auto brand’s YouTube channel, the four films are ‘Haason Reddick Full Story – Rolling With The Rookies | NFL Draft’,
‘Mitchell Trubisky Full Story – Rolling With The Rookies | NFL Draft’,
‘OJ Howard Full Story – Rolling With The Rookies | NFL Draft’,
and ‘Mike Williams Full Story – Rolling With The Rookies | NFL Draft’.
While the films debuted on YouTube, they are further supported across Hyundai USA’s other digital and social channels.
.@Hyundai gives fans a look at road to the @NFL, reports @TanyaGazdik https://t.co/ARldwAWMNx pic.twitter.com/4n0onYx8gm
— MediaPost (@MediaPost) April 26, 2017
In Philadelphia itself, Hyundai’s activation will see a ‘Rolling with the Rookies’ activation inside the NFL Draft Experience that will include the four custom-designed Santa Fes, as well as other interactive exhibits which include footage and memorabilia from each player.
Plus, Hyundai is also the presenting sponsor of ‘Selection Square’: the branded NFL space which is home to the 32 team ‘draft tables’, as well as being the location for Rounds four to seven.
The mini-documentaries and other related Hyundai NFL ‘Rolling with the Rookies’ content is also hubbed around the brand’s www.Hyundaiusa.com/NFL website, as well as on Hyundai’s YouTube channel and at HyundaiNews.com.
‘The NFL Draft is where it all begins for the league’s future stars, and we wanted to give fans a better and more immersive experience by telling the incredible stories of these four top prospects,’ comments Dean Evans, CMO of Hyundai Motor America.
‘These players exemplify the power of hard work and perseverance through adversity in making their NFL dreams a reality, and it was compelling to see their stories represented in each Santa Fe wrap.’
Activative Comment:
Thus far, in the YouTube views draft, it’s the Williams films with 10,730 views getting picked ahead of Mitchell Trubisky’s 7,857, OJ Howard’s 2,633 and Haason Reddick’s 1,920 views.
Other elements of the official auto brand’s NFL activation include social strands which encourage fans to tweet using Hyundai’s #BecauseFootball hashtag and a ‘Let Them Know How Fan You Are’ initiative that offers fans a chance to ‘deck out your back window with one of seven free team clings and turn your daily commute into your own personal victory parade’.
As well as last season’s twin NFL TV spots for the Santa Fe
and the Elanta.
It also follows on from Hyundai’s 2017 ‘Better Super Bowl’ spot which surpursied serving soldiers and linked them to their families using 360° cameras and immersive pods (see case study).
Hyundai is now entering its third season as an official NFL sponsor and the league’s official car and SUV.
The brand also has partnerships with six NFL teams: Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers.
Links:
Hyundai USA
https://www.youtube.com/user/HyundaiUSA
https://www.facebook.com/Hyundai
NFL
