Hyundai’s UEFA Euro 2016 integrated Activation Aims To Put ‘Real Fans First’

Hyundai’s ‘Real Fans First’ UEFA Euro 2016 activation is not just a celebration of football, but an attempt to bring supporters together to share the tournament excitement.

The campaign launch is spearheaded by a global TV commercial telling the story of a little boy’s Euro 2016 journey as he awaits the upcoming tournament.

The TV and other ad executions aim to drive football suppoirters to the official automotive sponsor’s ‘Digital Fan Park’ web hub which hosts an array of tournament-led fun events fun and a once in a lifetime chance to prove your commitment and win a ‘Real Fans Licence’ and Euro 2016 tickets (see http://euro2016.hyundai.com).

The launch phase of the campaign is supported by plenty of social amplification and digital content across the brand’s own platforms – including Twitter,

#EURO2016 is coming! Watch as this little boy makes his journey to EURO 2016: https://t.co/Xliv2JkmNu #realfansfirst

— Hyundai Worldwide (@Hyundai_Global) April 15, 2016

https://www.facebook.com/Hyundaiworldwide/

plus Instagram and Facebook.

This ‘Real Fans First’ core campaign follows an earlier UEFA Euro 2016 activation phase running under the ‘Be There With Hyundai’ slogan that saw the car brand call on football fans to submit team slogans supporting their national teams and then vote on the best ones (at http://www.uefa.com/uefaeuro/be-there-with-hyundai/index.html).

The winning slogan of each country will be wrapped around the respective national football team bus in its original language and English during the tournament which runs from 10 June to 10 July.

To incentivise this activation phase, which ran across the 24 Euro 2016 participating countries, entrants were automatically in with a chance of winning match tickets and ‘Hyundai Premium Set’ of cheering equipment.

The brand also continues to roll out various assets and ads in local market assets – such as this TV bumper from Hyundai Portugal and Hyundai Jordan.

Comment

This latter ‘Be There With Hyundai’ bus slogan competition continues an activation tactic that the car brand has used since its Euro 2000 campaign

and it was also extended to its FIFA World Cup campaign in 2010 (see http://www.fifa.com/worldcup/news/y=2010/m=5/news=winning-team-bus-slogans-announced-1209257.html).

Hyundai has been a sponsor of the UEFA European Football Championship since 2000 and as the Official Automotive Partner, Hyundai supplies a fleet of vehicles for national football players, officials and guests to and around the host venues.

The auto brand is a major sponsor of big global sports events and recent campaigns stretch from FIFA’s Brazil 2014 World Cup ‘Glorious Journey’ (see case study) and ‘#BecauseFutbol (see case study), to its 2015 ICC Cricket World Cup work (see case study) and its current NFL partnership (see case study).

Links

Hyundai Euro 2016 Web Hub:

http://euro2016.hyundai.com

http://worldwide.hyundai.com/WW/Experience/Campaign/EURO2016/index.html

Hyundai Worldwide YouTube:

https://www.youtube.com/user/HyundaiWorldwide

Hyundai Worldwide Twitter:

https://twitter.com/Hyundai_Global

Hyundai Worldwide Instagram:

https://www.instagram.com/hyundai_worldwide/

Hyundai Worldwide Facebook:

https://www.facebook.com/Hyundaiworldwide/