Rolling with the Rookies, Season 2
WORK / ROLLING WITH THE ROOKIES: SEASON TWO

Hyundai – Rolling With The Rookies: Season Two

THE CHALLENGE
“Rolling with the Rookies” was a creative platform developed by Advantage to leverage Hyundai’s sponsorship of the National Football League (NFL). The video content-led campaign celebrated incoming NFL draft picks for their “drive towards better” (playing off Hyundai’s campaign); on the field and off. After winning multiple marketing & advertising industry awards for the first season of “Rolling with the Rookies,” Hyundai greenlit a second go around. Only, it had to be even better. Are you up for it Advantage? You betcha.
RWTR Season 2
THE IDEA
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.
THE RESULTS
Did Season Two meet the lofty expectations of surpassing the first installment? You could say that. With nearly a 100% increase in organic impressions, RWTR Season Two cut through considerable media noise to make a high value impact on NFL fans gearing up for the NFL Draft. And 23 million video views isn’t so bad either!
The program also took home some hardware! Advantage and Hyundai were crowned winners in the “Best Multiplatform Marketing Campaign: Broadcast and/or Cable TV or Web Series” category for the second consecutive year at the Model D Awards, celebrating the best in digital marketing.
Josh Allen
Hyundai RWTR

The video content-led campaign celebrated incoming NFL draft picks for their “drive towards better” (playing off Hyundai’s campaign); on the field and off.

Derrius Guice
Minkah Fitzpatrick