Fan celebrates at Hyundai experiential marketing booth
WORK / 2017 NFL DRAFT

Hyundai – 2017 NFL Draft Experiential

THE CHALLENGE
Leading up to the 2017 NFL Draft, Hyundai and Advantage were coming off the heels of the engaging “Rolling with the Rookies” (RWTR) video content campaign. RWTR featured four future NFL rookies who were all projected to be taken in the first round in various mock drafts – Mitchell Trubisky, O.J. Howard, Mike Williams, and Haason Reddick. While the campaign centered around an original video content series, Advantage was tasked with taking the concept through to the end zone with the on-site event experience for NFL Fans.
NFL fans look at Hyundai vehicle during experiential marketing event
THE IDEA
What better way to highlight the stories of these four NFL rookies, than to bring them to life in a museum-style shrine to our Rookies. On the ground in Philadelphia, Advantage developed Hyundai’s 50′ x 50′ RWTR experiential activation in Selection Square. Each of the rookie’s origin stories was featured on a custom-wrapped Hyundai vehicle, designed by acclaimed cleat artist, Soles by Sir. Each rookie also had a dedicated nook filled with memorabilia from his journey including game-worn jersey, custom cleats, newspaper clippings, and his RWTR piece on continuous loop. In addition, we created a “Rookie” trivia experience with unique prizing to keep fans engaged with a little friendly competition. During the experience, fans got a treat with visits from two of the rookies from the campaign, Mitchell Trubisky and Haason Reddick, who took pictures and signed autographs, creating lasting memories for happy fans.
NFL fans participate in trivia activation at Hyundai event
THE RESULTS
Translating content into an experience proved to be a hit for NFL fans. Hyundai’s on-site experience was one element of that RWTR story that helped produce over 1,500 surveys, 370 dealer leads, and 9,700+ unique impressions.
NFL fans views screen at NFL Draft on-site experience
Young fan participates in event marketing interactive at NFL Draft
Event marketing brand ambassador helps attendees event information onto tablet
Staff and fans have fun at Hyundai's Rolling With The Rookies on-site experience at NFL Draft

While the campaign centered around an original video content series, Advantage needed to make sure we took this thing through to the end zone.

Hyundai vehicle wrapped with graphics during NFL Draft activation
Hyundai vehicle with custom graphics wrap at on-site experience
Custom football cleat showcased at Hyundai experiential marketing footprint
Custom football cleat showcased at Hyundai experiential marketing footprint
Top NFL pick poses next to his cutout at Hyundai event
NFL fans pose in front of #1 pick sign at Hyundai Rookie Challenge