Advantage developed, produced and distributed the Season Two of “Rolling with the Rookies” (RWTR); an integrated campaign that included video content, media distribution, social engagement, website build, experiential marketing and a full communication strategy.
Another year, another new class of incoming NFL rookies who each have a story to tell. Through this video-first campaign, Advantage identified and secured four projected NFL first-round picks to be the heroes of the campaign; Derrius Guice from Louisiana State University, Josh Allen from University of Wyoming, Minkah Fitzpatrick from University of Alabama and Connor Williams from University of Texas. Like Season One of RWTR, we wanted to go beyond career stats and NFL Combine results to celebrate the people, places, and experiences that forged each athlete. The series, presented by Hyundai, showed each of these athletes, their families and coaches discussing sacrifices and unique challenges that defined their journey to becoming who they are today.
Advantage oversaw distribution of the content to impact targeted NFL fans leading up to and during the 2018 NFL Draft. The series was shown on key websites including NFL.com and ThePostGame. Content was further amplified across athlete and Hyundai owned channels, including a content hub on Hyundaiusa.com/NFL.
The integrated campaign was also extended on-site at NFL Draft. Advantage worked with SolesBySir, an acclaimed artist, to design custom Hyundai vehicle wraps celebrating the stories of each athlete. These custom designed Hyundai vehicles, along with the RWTR video content, were part of an experiential marketing exhibit featured at 2018 NFL Draft outside AT&T Stadium.