NEW YORK — The Tremendous Bowl is the promoting business’s grandest stage with viewership that surpasses 100 million individuals every year, nevertheless it’s not at all times the most suitable choice for entrepreneurs.
Hyundai has proven, with the launch campaigns for the electrical Ioniq 5 and Ioniq 6, that manufacturers can draw loads of eyeballs with out investing within the huge sport.
The Korean automaker, as an alternative of dropping large cash for Tremendous Bowl spots, has been leveraging the NFL’s convention championship video games at a 3rd of the associated fee. The mixed viewership of these two video games rivals that of the Tremendous Bowl two weeks later, Angela Zepeda, chief advertising and marketing officer of Hyundai Motor America, stated Tuesday in a advertising and marketing session through the Automotive Discussion board.
Zepeda was joined by Allyson Witherspoon, Nissan Motor Co.’s company vp of worldwide advertising and marketing, model and merchandising.
The 2 advertising and marketing executives stated sporting occasions present captive audiences that automakers are keen to succeed in. Whereas Hyundai has been discovering inventive methods to generate consciousness with out the Tremendous Bowl, Nissan has been hawking its lineup in school soccer and basketball video games for years.
Sitting out the Tremendous Bowl was a serious technique shift for Hyundai as a result of the automaker was a staple through the sport and used it for bold productions. However the automaker stated the choice has paid off.
In 2022, Hyundai debuted its “Historical past of Evolution” advert starring Jason Bateman through the NFL’s convention championships. The lighthearted spot conveyed that the Ioniq 5 represented the development of electrical automobiles.
Hyundai pushed the Ioniq 5 marketing campaign additional by crafting an expansive digital technique on TikTok, the video-sharing social platform. It enlisted influencers to make movies reacting to its Ioniq 5 industrial.
Going into 2023, Hyundai was targeted on showcasing the Ioniq 6 and opted out of the Tremendous Bowl once more. It targeted its consideration on the NFL championship video games with one other celebrity-driven marketing campaign, this time with actor Kevin Bacon and his daughter, Sosie. The 2 have starred in a number of TikTok movies highlighting the Ioniq 6.
“The historical past of [the Ioniq] has actually set the tone for the place Hyundai is as a frontrunner in electrification,” Zepeda stated, “and we have been very fortunate with what that automobile has finished for us.”
Nissan’s long-running “Heisman Home” marketing campaign, that includes former winners of faculty soccer’s most prestigious award, is a wealthy supply of content material every year.
As well as, Nissan has tried to maintain the model high of thoughts through the NCAA Division I males’s and ladies’s basketball tournaments that engulf fan consideration for a number of weeks.
Nissan continued its “Highway 2” marketing campaign main as much as the lads’s and ladies’s Last Fours this yr with six new commercials spotlighting the model’s lineup, together with the electrical Ariya crossover, which it declared the “Official EV of March Insanity.”
The automaker additionally prolonged its outreach on social platforms comparable to TikTok and Instagram.
“I feel the factor that’s actually attention-grabbing about sports activities is you are tapping into the patron’s ardour,” Witherspoon stated. “You even have a captive viewers.”