As Hyundai, we are always searching for better ways to connect to our customers and our loyal fan base. Hyundai knows that, at times, the ability to connect with our fan base means being able to shift our focus from the brand to the people and what passions we have in common with them.
Hyundai wanted this campaign to serve as an example that even though brands might be engaged in sponsorships, big sponsorship dollars aren't always necessary when trying to connect to an audience. By diving deep into the college football loyalty culture, we were able to connect to college football fans simply by letting them know that we can understand and speak the language of college football.
Even though we spoke to each team in a unique way, the common use of the #THISISLOYALTY hashtag we created let them respond to, and push out the Hyundai brand message as a whole. By connecting to them on their level, we were also able to link the idea of Hyundai loyalty to the idea of team loyalty.