Hyundai College Football Program

Football, Food and Hyundai Vehicles:
A combination that’s led to an award-winning platform.

In 2011, Advantage helped Hyundai enter the College Football landscape by negotiating a deal with 25 blue chip football programs across the country. The main goal of this campaign was to help weave Hyundai into the fabric of America, creating familiarity and an emotional connection with the brand, while leveraging Hyundai’s position as number one in customer loyalty. Now approaching its 5th year, Hyundai’s “Show Your Loyalty” program continues to be one of the best performing programs for the brand.


At the core of the platform is an experiential activation named “The Hyundai Fieldhouse” which serves as a must-experience destination for college football fans on gameday. The activation travels to our partner schools for a featured game and includes interactive vehicle displays, classic tailgating games, a sports lounge created from refurbished shipping containers, autograph sessions, social media photo ops and much more.


In 2014, we took it up a notch and began feeding the fans! Advantage partnered with Tastemade Studio, an online food network, to visit 13 of our featured games with a top chef from that city, cooking some delicious eats for our fans. The experiences were captured in a YouTube series called “The Grill Iron presented by Hyundai” which documented the travels of our host, Jax, as she learned all about local football culture, traditions and amazing people.


The show was such a success that it was picked up by the Cooking Channel and we brought the Grill Iron back for a 2nd season in 2015.


Check out the video to get the full story on this tasty program!