As an official sponsor of the NFL, Hyundai is creating an unforgettable footprint in the San Francisco Bay area and taking aim at creating an unforgettable fan experience. Hyundai will launch a nine-day campaign in the region that includes three key components to its on-site activities, and more than 400 vehicles on the ground in a prelude to warming up Superbowl fans for the biggest game of the year.
Hyundai has created a unique and immersive experience designed to give fans an opportunity to connect with Hyundai and the NFL in a way that is dynamic, creative, original and hands-on. Hyundai has created three different experiences for Bay area residents and visitors to enjoy over multiple days, while soaking in the best that Hyundai and the NFL have to offer.
The NFL Experience
Hyundai will launch two events on January 30, the NFL Experience driven by Hyundai and Super Bowl City. The NFL Experience, with Hyundai as title sponsor, is a ticketed event that will take place in all three buildings of the Moscone Convention Center in San Francisco. The Hyundai booth at the event will include events such as autograph signings, a chance for fans to have their photo taken with their favorite NFL legend, a legends museum and vehicle displays. The NFL Experience will also include a Super Bowl Rings Exhibit, a clinic featuring current and former NFL players, and an NFL Shop where fans can purchase memorabilia. Tickets for the NFL Experience begin at $35. The event will run for nine days including Super Bowl Sunday.
Super Bowl City
Super Bowl City, taking place at Justin Herman Plaza in San Francisco, opens on January 30 and is free and open to the public. The event will include music, entertainment and sponsorship activations. Super Bowl City will feature an interactive display of some of Hyundai’s most innovative technology, including the Tucson Fuel Cell and the all-new Sonata Plug-in Hybrid. Other activities include a human-powered selfie station where guests can walk, dance or run in place to generate the power needed to take a selfie. There’s also going to be a fun recharge lounge where guests can relax, enjoy refreshment and recharge their cell phones away from the craziness of Super Bowl 50.
Fan Mobile Pass
Guests for both events have the opportunity to register for the events on the NFL “Fan Mobile Pass” single sign-on system. The mobile pass will serve as the user credentials for all events activities. Fans using Fan Mobile Pass will have a chance to answer Hyundai brand questions and opt in to be contacted by a Hyundai dealer.
The Ultimate Tailgating Experience
For those fans searching for the ultimate Super Bowl tailgating experience, Hyundai will open its activation at GameDay Fan Plaza. Tailgaters will have a chance to see feature vehicle displays and have an “Epic Catch” photo taken, where fans can live out the dream of making a Super Bowl winning touchdown catch.
Hyundai’s events will be managed by Advantage International, an organization that partners with sponsors to create a broad diversity of experiences.
”We Make Things Better”
Super Bowl 50 is the beginning of a yearlong marketing campaign for Hyundai, introducing a new slogan, “We Make Things Better.” Hyundai will air four prime time commercials with a total of three minutes airtime during Super Bowl 50. The advertisements are subtle in introducing Hyundai’s new motto, a move that belies the understated approach being assumed by the automaker.
Viewership for this year’s Super Bowl is expected to exceed 150 million viewers, a higher turnout than typical credited to online streaming with embedded commercials. With an awareness that viewers are more interested in the entertainment side of the game than being barraged with advertising, Hyundai is embracing the concept of not attempting to do a hard sell.
Humor and Heartthrobs
Hyundai’s first ad will feature the story of a boy who grows up to be a Hyundai designer because he’s inspired to change the world. Hyundai’s other three Super Bowl commercials will rely on humor. One commercial stars actor Kevin Hart, and another,actor Ryan Reynolds. These ads will call attention to the advanced technology features in Hyundai cars.
Super Bowl Sunday is a big day for Hyundai, introducing new advertisements created by a new marketing team and new agency team. These ads afford Hyundai an opportunity to set a new direction to define their brand and what it stands for. The automaker will follow up the Super Bowl over the year with ads that promote better warranties, improved safety technology and fuel economy.
To learn more about Hyundai’s Super Bowl related activities, including four new game day commercials, visit www.hyundainews.com.