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#ThisIsLoyalty Remains Loyal: Hyundai Motors Continues College Football Endorsement

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Hyundai #thisisloyalty college football endorsement campaign

Sports! Sports everywhere! Enthusiasm and team pride! And cars! Three cheers for advertising!

Fall is approaching quickly and the air is filled with anticipation for the return of college football. To tap into this excitement and build brand awareness, Hyundai Motors is continuing its popular #ThisIsLoyalty marketing program to wrangle in a new class of fans.

Like in years previous, including last year’s successful season, Hyundai’s college football campaign will utilize social media and local advertising to attract millennials who are easily excited by athletics. Hyundai’s success as an automaker has come from developing a loyal following of customers, just as other automotive companies have over the years, and college football advertising has been one of the most successful way the Korean brand has attracted followers.


Hyundai #thisisloyalty college football endorsement campaign

In addition to setting up the Hyundai FieldHouse booth at 17 upcoming football games, Hyundai is continuing sponsorship of the Sun Bowl in El Paso this December. Throughout the coming months, print and digital advertisements will emphasize the relationship between team loyalty and car brand loyalty. There will even be a microsite tracking which fans are the most enthusiastic about their team.

Returning this year is YouTube channel Tastemade’s series on gourmet tailgate grub “The Grill Iron,” adding Auburn, Clemson, and Wisconsin universities. Host Jax Tranchida will interview more local chefs in the vicinity of competing universities who will go on to compete in a two-part competition finale. Read our recap of some of the best episodes from last year.

“By continuing our college football marketing campaign, we are connecting with the next generation of car buyers and reaching football fans throughout the entire week,” explained Jacquelyn Kim, director of customer communications and promotions for Hyundai America. “Loyalty means everything to this generation.”

Regardless of which university you root for–or even if you are a fan of football–you’re bound to see Hyundai advertisements step up their game in the coming months.

Hyundai #thisisloyalty college football endorsement campaign