Hyundai Taps Into The Loyalty Of College Football Fans By Partnering With 25 Powerhouse Programs

 Hyundai Taps Into The Loyalty Of College Football Fans By Partnering With 25
                             Powerhouse Programs

Automaker with the Most Loyal Customers Celebrates the Biggest Matchups,
Traditions and Rivalries

PR Newswire

COSTA MESA, Calif., Aug. 29, 2013

COSTA MESA, Calif., Aug. 29, 2013 /PRNewswire/ --College football fans
gearing up for the 2013 season will again be able to celebrate their passion
and loyalty with Hyundai. In the third year of its college football marketing
campaign, Hyundai is connecting its owners, the most loyal in the entire
automotive industry according to Brand Keys, with the passion and traditions
of college football fans across the nation. The integrated campaign will
engage fans at games, online and in the classroom.


"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," said Steve Shannon, vice
president, Marketing, Hyundai Motor America. "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."

Game Day Events

Hyundai has again partnered with 25 powerhouse football programs to bring 154
on-site events to stadiums across the country. At 25 featured games, the
on-site experience called The Hyundai Fieldhouse will be a destination for
fans to watch other games around the country and enhance their pre-game

The Fieldhouse will give fans the opportunity to check out the latest vehicles
in Hyundai's lineup and play fun tailgating games to win co-branded school
gear like t-shirts and sunglasses. Hyundai will also showcase an "Ultimate
Tailgate Vehicle," a 2013 Santa Fe modified for any and all pre- and
post-game celebrations along with a 2013 Veloster Turbo.

By participating in Hyundai's on-site experience, one lucky fan will have a
chance to win a 2014 Veloster Turbo. Each time a fan enters the Hyundai space,
they can check-in on Facebook and be entered to win a new car. Last year,
Illinois fan David Peterson took home a 2013 Santa Fe Sport.

Yahoo! The Loyalty Report Editorial Content

Online, Hyundai is collaborating with Yahoo! Sports' ThePostGame to create the
Loyalty Report ( The Hyundai-branded editorial section
created by Yahoo! Sports writers, editors and bloggers will highlight the
amazing loyalty college football fans show their school. There will be 13
weeks of original content with a new school being featured each week.

The content will include a 13-episode video series showcasing fans and their
tailgate traditions, weekly columns on the history of college football and its
most historic rivalries, and another 13-episode video series telling human
interest stories of the game's most dedicated fans.

Lens of Loyalty Student Film Contest

There is no one better at knowing a school's football traditions than the
current students. Hyundai is asking the film programs at its partner schools
to submit a one-page treatment for a film that showcases football-related
traditions that inspire the students, alumni and fans.

From those treatments, Hyundai will choose the finalists to move onto the
film-making process with each finalist receiving $10,000 to produce the film.
The resulting 2-5 minute films will be posted on Hyundai's web properties,
including its YouTube page, where a winning film will be chosen by a panel of
judges. The winning film school will earn an additional $10,000 and bragging
rights among some of the country's best film programs.

Hyundai Sun Bowl

To cap off the season, Hyundai will continue its title sponsorship of the
Hyundai Sun Bowl. The Sun Bowl is the second oldest college football bowl game
in the nation and 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 Tuesday, Dec. 31 at noon (MST) at Sun Bowl Stadium and will be broadcast
on CBS.

Partner Schools

The 25 teams 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. From
'The Swamp' to 'The Big House' and 23 schools in between, fans from all across
the country will experience the loyalty and passion that Hyundai breathes into
its products. Hyundai's support for college football is through a multi-year
agreement with IMG College and Learfield Sports, which manages the media and
sponsorship rights for the schools and helps develop the local campus
marketing programs.

The campaign will also be supported by television, print, radio, social media
and online advertising. Hyundai will air spots throughout the season on CBS,
ABC/ESPN, FOX and FOX Sports 1. Targeted radio, print and online
advertisements will reach diehard college football fans on the channels,
magazines and websites they frequent the most.


Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of
Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the
United States by Hyundai Motor America and are sold and serviced through more
than 820 dealerships nationwide. All Hyundai vehicles sold in the U.S. are
covered by the Hyundai Assurance program, which includes the
5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai's
10-year/100,000-mile powertrain limited warranty, and five years of
complimentary Roadside Assistance. Hyundai Assurance includes Assurance
Connected Care that provides owners of Hyundai models equipped with the
Hyundai Blue Link telematics system with proactive safety and car care
services, complimentary for three years. These services include Automatic
Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic
Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.

For more details on Hyundai Assurance, please visit

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SOURCE Hyundai Motor America

Contact: Jim Trainor,, 714-594-1629
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