SBD/August 29, 2014/Marketing and Sponsorship

College Football Marketing Notes: Aflac, Hyundai Rolling Out New Ads For The Season

Aflac is rolling out a series of college football activations, including a new TV commercial, an online sweepstakes and a partnership with ESPN's Desmond Howard. The new spot, titled "The Paymaker," debuted during Thursday's Texas A&M-South Carolina game on SEC Network. It depicts the Aflac Duck taking control of practice film and confusing players and coaches with his own versions of football plays. Howard will appear in marketing materials such as digital ads and social activations on the Aflac Duck's Facebook, Twitter, Instagram and YouTube channels (Aflac). Meanwhile, Hyundai's college football campaign will feature TV, print, radio and online ads. In a new national spot titled "Hands," the automaker focuses on the many hand gestures fans use to show off their team pride, i.e., Florida's "Gator Chomp" or Texas' "Hook 'em Horns." The new ad will air during each of the 18 SEC on CBS national games this season. Hyundai also developed 17 regional ads with each of its partner schools where a dealership is available to sell the deal by leveraging collector's items. Hyundai will use the hashtag #ThisIsLoyalty to promote the campaign on social media (Hyundai).

COFFEE CLUB: Dunkin' Donuts of Central and Northeastern Pennsylvania has signed a partnership with Penn State and will be the preferred coffee of the school's football team for the '14 season. Dunkin' Donuts locations around the school will feature the "Ultimate Tailgate Package," which includes PSU-themed beverage cups, donut boxes, a themed Box O' Joe, an official "Penn State Pride Donut" and PSU-themed gift cards. In addition to the co-branded items in stores, Dunkin' Donuts is launching a game-related program for fans. The company will also offer free coffee samples at three home Penn State football games this season (PSU).

CAR AND DRIVER: The Denver Toyota Dealers Association has signed a marketing deal with the Univ. of Colorado that begins with the football season and runs through the '17 athletic year. CU recently debuted a Toyota-branded press backdrop, and the automaker will have a large on-site presence at Balch Fieldhouse, a family-friendly area inside Folsom Field (CU).

STATE OF THE UNION: Richmond-based Union First Market Bank and Virginia Tech have entered into a multiyear partnership that includes a sponsorship of VT athletics along with a university gift and a faculty endowment. It is the bank's first athletic sponsorship. The athletics sponsorship, brokered by IMG, positions Union as the first partner to secure a presenting sponsorship of a gate and concourse plaza at Lane Stadium. Additionally, the bank will serve as presenting sponsor of the Union Halftime Show during all VT football & men’s basketball radio broadcasts on the IMG Sports Network (VT).
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