Put Your Profile on the Line
Hyundai/NFL Partnership 360 Campaign
What's better than winning a bet? Humiliating your friends in the process, of course. For this project, with production from HAUS, we created a responsive online application that gives fans the ability to challenge friends to weekly NFL matchups. Win and you get the satisfaction of seeing your friend's Facebook profile pic decked out in your team's colors. Lose? Well, a bet's a bet.
Awards
Case Study
INSIGHT
As an official sponsor of the NFL, Hyundai wanted to let everyone know that we're fans too. And since Better Drives Us, we wanted to create something that would make the NFL fan experience better⎯all season long.
So we tapped into fan behavior. Friends love making bets on their games and handing out humiliating punishments to the losers. Our twist? We took this behavior to the social space where more people could see the sweet, sweet shame. We called it, "Put Your Profile On The Line" and that's exactly what we invited fans to do. For the first time ever, we gave football fans the ability to challenge their friends to weekly NFL matchups and use their Facebook profile as collateral.
CAMPAIGN SUPPORT & IMPACT
Awareness for the campaign came from paid media and organic social pushes to Hyundai's Because Football website where users could sign up to put their profile on the line. With access to weekly NFL matchup schedules and by connecting through Facebook, fans could easily challenge their friends, receive notifications and share results. Above and beyond paid media, the game earned mass appeal by integrating seamlessly with Facebook.
We developed an airtight notification strategy using Facebook's API and an email campaign that notified users of their wins, losses, and upcoming game schedules. Users could also go to a game dashboard to check their score and number of sweepstakes entries.
Users who played each week racked up entries to win a trip to Super Bowl LI.
CAMPAIGN RESULTS
We successfully created a truly unique way for football fans to challenge their friends to weekly NFL matchups and use their Facebook profile as collateral. No one has ever made shaming your NFL rivals so easy while also giving you a chance to win Super Bowl tickets.
6.4M
total reach
+40%
increase in
message association
27%
increase in favorability
of Hyundai on Facebook
Bronze Winner:
47%
of Facebook users who saw the ad were able to recall it a week later
Gold Winner: