As the agency of record for the Official Automotive Sponsor of the NFL, Advantage developed Hyundai’s multi-faceted NFL Draft program. Named “Rolling with the Rookies” (RWTR), the campaign went beyond 40-yard dash times and bench press repetitions to follow four high-profile incoming NFL rookies. The campaign centered around an original video content series and included a full communications strategy and experiential activation.
Advantage and Hyundai partnered with 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. During the lead-up to the Draft, we filmed the prospects in their hometowns and talked with the people who helped make their dreams a reality, capturing their unique stories from pee-wee football to high school through college. Additionally, the video content series featured acclaimed cleat artist, Soles by Sir, who worked with each athlete to create a custom cleat design that told their unique “origin story.”
On site at NFL Draft, Advantage built a “Hall of Fame” museum-style experience that highlighted each rookie’s journey to the Draft. Elements included: viewing of the content pieces, game-worn memorabilia from each player, custom-designed cleats, and a custom vehicle wrap of each player’s “origin story.”