By Barry Janoff
January 30, 2013: Hyundai Motor America is among the bevy of companies that have released commercials that will air during the broadcast of Super Bowl XLVII this Sunday on CBS.
One difference: The automaker is activating marketing for Super Bowl XLVIII in February 2014 with an online element, "Hyundai Find Your 7."
Hyundai will be running a 30-second spot in the first quarter of the Big Game, "Team," which follows a kid whose football was taken by a group of older boys. When he asks for it back, they taunt him and say, "Come back when you have a team."
The kid and his mom then drive around the neighborhood in their seven-passenger Hyundai Santa Fe recruiting some of his friends.
A voiceover offers, "Gather your team," and text directs viewers to a dedicated Web site, "Find Your 7," where the experience continues.
Hyundai is extending the theme of the seven-passenger Santa Fe to social media and then to next season's Super Bowl XLVIII, to be played in MetLife Stadium in New Jersey.
At FindYour7.com, consumers are encouraged to "Assemble to your team for seven seats to the Big Game in 2014. Starring you as the captain and six of your Facebook friends. Who's on your team?"
At the Hyundai destination, people can assign six Facebook friends to a seat in a virtual Santa Fe. According to the automaker, after people lock in their friend configurations, they create a team name. A custom video then introduces their Dream Team in a video "designed with the look and feel of an action movie trailer, dynamically incorporates elements such as the friends' names, profile pictures, hometowns and interests to create a custom experience for each person that can be shared on all social channels."
By participating, Hyundai said that users would be entered into a drawing to win seven tickets to the 2014 Super Bowl. (Full details here.)
"We were inspired to create a mobile 'first' for the Super Bowl," Tom Pettus, vp-creative director at Innocean USA, Hyundai's lead agency, said in a statement. "What makes this experience magical, beyond winning a trip to next year's Super Bowl, is that the program selects a team of your friends, who could be sitting watching The Big Game right next you."
Back in the Super Bowl XLVII "Team" commercial, the kid who has been bullied has gathered his squad. But these kids, although young, are off the toughness chart: One is wrestling a bear, another is carrying a 200 lb. guy out of a burning building, two are working out with heavy weights and another is welding his own diving bell.
When they show up at the field where the boy had his football taken, the bully group of kids snicker, hold up the football and ask, "Touch or tackle?" "Tackle!" the younger boys say in unison as they nod to each other. (See the full spot here.)
"We recognize that Super Bowl viewers are no longer tethered to their TV during the game, staying connected via mobile phone, tablet and other digital devices."
"We had fun with 'Team' as it allowed us to highlight the seven seats in the all-new Santa Fe in a unique and memorable way," Steve Shannon, vp-marketing for Hyundai Motor America, said in a statement. "Taking this concept digitally only made sense as we recognize that Super Bowl viewers are no longer tethered to their TV during the game, but instead sharing and staying connected via mobile phone, tablet and other digital devices."
According to Shannon, "By harnessing the power of Facebook, 'Find Your 7' creates an entertaining dual-screen experience that allows consumers to create their own dream team and have fun with friends across social media sites during the Big Game."
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