Hyundai Rolls Out Marketing Plan for Super Bowl LII
After a decade of Super Bowl advertising experience and coming off two incredibly successful campaigns in a row, Hyundai is again returning to the Super Bowl with in-game advertising and experiential activations in Minnesota. As the official car and SUV of the NFL, Hyundai has a fully integrated and multidimensional Super Bowl LII campaign that will communicate its “Better Drives Us” philosophy and introduce consumers to the newest vehicles in its lineup.
“The Super Bowl continues to be a great platform to entertain consumers and deliver brand and product messages to a massive audience,” said Dean Evans, CMO, Hyundai Motor America. “We welcome the creative challenge and the opportunity to test and hone our Super Bowl formula, which has found success the past several years. Being an NFL sponsor gives us the ability to truly integrate our program across TV, digital, social and on the ground in Minnesota, and immerse Super Bowl fans in the latest vehicles and technologies Hyundai has to offer.”
On Super Bowl Sunday, Hyundai will continue its tradition of entertaining fans on the biggest day in TV advertising. Hyundai is a longtime Super Bowl TV advertiser and 2018 will mark the tenth time in the last 11 years that it has participated in the game.
Last year, Hyundai’s Operation Better, a 90-second documentary that ran at the conclusion of the first overtime game in Super Bowl history, was an emotional reunion and tribute to the U.S. military. Hyundai shot, edited and produced the piece during the game and captured a surprise moment when overseas troops watching the game in custom-built, 360-degree immersive pods were reunited with their families who were at the stadium. Response to and engagement in the piece was overwhelmingly positive, as it was viewed more than 72 million times across various platforms. It was also deemed the most effective ad in emotional and practical metrics by Adweek (based on Unruly’s EQ Score) and most attention getting by TVision Insights.
In 2016, Hyundai became the first car company to win the USA TODAY Ad Meter, when its spot “First Date” beat more than 60 other Super Bowl 50 commercials. Hyundai’s impressive performance that year also included fifth- and sixth-place finishes for “Ryanville” and “The Chase,” respectively, giving Hyundai the top three automotive ads and making it the only advertiser to have three spots place in the top ten.
Hyundai’s Super Bowl advertising is being developed by its agency of record, INNOCEAN Worldwide, which was also responsible for Hyundai’s recent standout performances.
In Minnesota, Hyundai will have activation spaces at the Super Bowl Experience driven by Genesis, an interactive NFL “theme park” in the Minneapolis Convention Center and at Super Bowl Live, a free fan festival at Nicollet Mall in downtown. Hyundai is also bringing to the city approximately 275 vehicles, which will serve as transportation for teams, staff, volunteers and other local groups. Advantage is managing the Super Bowl activations for Hyundai.
Super Bowl LII will be played on February 4, 2018, at U.S. Bank Stadium in Minneapolis and will be broadcast on NBC.