Logo for the "Rolling With The Rookies" campaign around Hyundai's NFL sponsorship
WORK / ROLLING WITH THE ROOKIES

Hyundai – Rolling with the Rookies

THE CHALLENGE
Hyundai: “We’re in our third year of our NFL sponsorship and we need something fresh. We need a consumer-facing campaign. Something that draws on the emotions and excitement of the NFL Draft. We definitely need buzz, and want to shake up traditional media coverage for the Draft. But most importantly it needs to incorporate our brand positioning of “Better Drives Us.”
Advantage: “It’s Handled!”
1st round NFL draft pick participating in Hyundai video content series
THE IDEA
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.”
1st round NFL draft pick tell his story during video content series
THE RESULTS
RWTR put Hyundai’s “Better Drives Us” at the forefront of the 2017 NFL Draft to celebrate the four projected first-round picks driving towards better. Hyundai cut through considerable media noise with RWTR garnering measurable results including:
· 70 million organic impressions
· 17% engagement rate across social channels
· 500K+ organic video content views across Hyundai and the players’ social and digital channels
The industry took note as well – Hyundai’s “Rolling with the Rookies” won “Best Multiplatform Marketing Campaign: Web Series” at the 2017 Cynopsis Model D Awards.
Told you we had it handled!
Top NFL pick and artist smile while looking at Microsoft device during video content shoot
Artist creates sketch on Microsoft product during campaign video shoot

The campaign centered around an original video content series and included a full communications strategy and experiential activation.

Top pick from NFL Draft poses with photo during video content shoot