In 2012, Advantage turned to ASV to bring to life their game-day activation concepts for Hyundai’s college football marketing initiatives targeting tailgating fans at home game sporting events. Over the 6- year partnership, ASV supported and fabricated assets for the automotive brand’s football-themed fan zones through multiple mobile tours and kit activations for 11 - 25 college markets each season.
The backdrop for the Featured Game mobile tour activations was a custom-built 38’ gooseneck trailer with a full photo op graphic wrap, motorized awning, built-in exterior monitors and interior storage solutions. For the interactive fan zone, ASV fabricated custom football toss games and pack-the-back challenges, designed staging and stadium seating for trivia contests and interviews, created registration and game-face painting stations, and more.
For the Non-Featured game day activations, ASV produced and shipped team-branded kits consisting of a 13’x26’ tent, football field turf flooring, turf end zones and a custom-made Plinko game, along with other activation elements to each college market.
Prior to each season, ASV hosted hands-on training sessions for our client’s Featured Game tour managers and Non-Featured Game market managers – between 26 to 54 managers each year. Throughout the college football season, the ASV team provided vehicle and asset maintenance support for all the activation teams. And, in between seasons, ASV stored and refreshed/repaired assets as needed.
Over the 6-year partnership, ASV supported 61 Featured Game mobile tour activations and 626 Non-Featured Game kit activations. Hyundai’s college football marketing program gained over seven million impressions, including the broadcast viewing audience and social media interactions.
