Hyundai is working with programs at 25 universities to assist students in submitting a one-page treatment for a two- to five-minute film that “showcases football-related traditions that inspire the students, alumni and fans.”

From those treatments, Hyundai said it would choose several top entries to move onto the filmmaking process. Each of these finalists will get $10,000 to produce their film.

The resulting films will be posted on Hyundai’s Web properties, including its YouTube page. A panel of judges will select one winning film. The film program at that school would then earn an additional $10,000.

The film competition is part of Hyundai‘s umbrella marketing efforts for the 2013 college football season. Among them, The Hyundai Fieldhouse is an onsite destination for fans to share in pre-game activities and to watch other college football games also in progress. Visitors who participate in Hyundai’s onsite experience and check-in via Hyundai’s Facebook page will have a chance to win a 2014 Veloster Turbo.

Online efforts also include a partnership with Yahoo! Sports called “Loyalty Report,” which will highlight content and videos from sports writers, editors and bloggers featuring a different school each week.

In addition, Hyundai will continue its title sponsorship of the Hyundai Sun Bowl in El Paso, Texas, which matches teams from the ACC and Pac-12 conferences. This year’s game will mark the 80th anniversary of the Sun Bowl and is scheduled for December 31 on CBS.

The entire platform is being supported by a multimedia campaign that includes TV, print, radio, Internet, social media and online advertising.

“Maintaining our involvement with these legendary programs allows us to combine the passion of college football fans with Hyundai’s pursuit of excellence and outstanding customer loyalty,” Steve Shannon, VP of marketing for Hyundai Motor America, said in a statement. “We are able to expose fans to Hyundai’s lineup and continue our tradition of being part of the nation’s highest-profile sporting events.”

The 25 Hyundai partner universities include: Alabama, Arizona, Arizona State, Arkansas, Auburn, Boston College, BYU, Cal Berkeley, Clemson, Connecticut, Florida, Florida State, Georgia, Georgia Tech, Michigan, Ohio State, Oregon, Pittsburgh, South Carolina, Syracuse, Tennessee, Texas, UCLA, Virginia Tech and Wisconsin.

Brief Take: By trying new ways to engage college students and football fans at every possible level, from onsite experiences to a film contest, Hyundai is working to connect with young people who will be the car company’s future customers.

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