As a sponsor of 7 NFL teams, Hyundai wanted to create a place for fans to celebrate their local teams while highlighting their latest vehicles in a fun and engaging experience.
This year also saw the Super Bowl coming to Hyundai’s hometown of Los Angeles at the brand new SoFi Stadium so we decided to celebrate with the public by bringing our experience to downtown Santa Monica, while highlighting the reverse charging ability of the all-new fully electric SUV, the IONIQ 5.
We created the “It’s Your Journey” Football Toss, inviting both adults and youth to come back week after week to beat the best score on our leaderboard. Everyone walked away with a participation prize, including cobranded socks, rally towels, car flags and sunshades. The goal was to create a celebratory experience, complete with a giant inflatable football helmet, while encouraging a bit of competition by posting the scores and encouraging fans to keep coming back to the activation all season. Our product specialists were on-hand to answer questions about vehicles on display, specially selected with local dealers in each market.
In select markets, we plussed up the experience with autograph signings, special prizes and even gave away an all-new Santa Cruz at an Arizona Cardinals game. In addition to the fan activation, we were able to create permanent displays inside the stadium, including a mural for the Philadelphia Eagles and we even brought a Hyundai Home, powered by the IONIQ 5, to our hometown at the brand new SoFi stadium. We must have brought some good luck with us as the season ended with the hometown heroes, the Los Angeles Rams winning the Super Bowl!
For Super Bowl week, we brought the Hyundai Football Toss, normally only activated onsite at SoFi Stadium to downtown Santa Monica. Bringing football fun to a high traffic location, both local and tourists could throw a football, check out the vehicles and walk away with co-branded swag to help build hype for both Hyundai and our LA teams.
Additionally, we used the IONIQ to charge refrigerators that served free iced coffees during one of the hottest Superbowl weeks, giving fans a chance to cool off and recharge.