Dive Brief:
- Hyundai is running two social media campaigns that more tightly integrate Facebook and Twitter with watching NFL games via interactive competition, according a release from the automaker.
- The Facebook effort is called “Put your profile on the line” and involves users challenging friends over the results of NFL games with the loser having their Facebook profile picture defaced with graphics, and later on GIFs featuring the winning team.
- The Twitter campaign requires users to tweet two hashtags — #BecauseFootball and #HyundaiSweepstakes — whenever an announcer says “drive.” Participants in both contests are entered into a chance to win tickets to Super Bowl LI.
Dive Insight:
Second screening by watching sports while remaining active on social media via a mobile device is a well-known activity and this social media effort from Hyundai is clearly designed to take advantage of that activity. By adding an element of competition to the engagement and unique ways to interact on social media, the brand is deepening the integration between channels.
The Facebook campaign was created by INNOCEAN USA, Hyundai’s agency of record, and makes second screening something that users will more closely tie to the Hyundai brand.
"At Hyundai, we understand the NFL fans' loyalty to their team and with the Put Your Profile On The Line challenge we're tapping into that fan passion by providing fun ways for them to express it," said Paul Imhoff, director, Marketing Communications, Hyundai Motor America, in the release. "Friendly competition between rivals is an important part of NFL culture and this platform allows fans to showcase their passion and have a possibility to win tickets to Super Bowl LI."
