COSTA MESA, Calif., May 17, 2013 /PRNewswire/ -- Hyundai took home a 2013 Ex Award, the world's largest recognition program for event marketing professionals, for Hyundai's Show Your Loyalty campaign. It received the highest honor in its category – Best Activation of a Sports Sponsorship – beating out Allstate and Pantech. In addition, Hyundai's RE:MIX Lab took silver for Best Live+Digital Program, in the B-to-C Category.
Founded in 2002, the Ex Awards have become the world's most sought-after trophy for experiential marketing excellence. This year's awards were presented at the annual Ex Awards Gala, on May 6, in Chicago and drew more than 800 entries from around the globe in 31 categories.
"Hyundai's marketing campaigns were acknowledged for their strategy, strong integration of social media, and for pushing the extension of on-the-ground events into web-based experiences," said Dan Hanover, founding editor, Event Marker and Event Design Magazine. "Their integration of both traditional and digital-based marketing strategies extended their campaigns' reach, and allowed consumers to make a genuine and multi-faceted connection to the brand."
"Our ultimate goal for every Hyundai marketing campaign is to engage the consumer with our product and brand in multiple ways," said Steve Shannon, vice president, Marketing, Hyundai Motor America. "With our Show Your Loyalty Program and RE:MIX Lab, we wanted to make an honest connection with consumers, while using social and digital media platforms to extend engagement beyond those who attend the event in person. On each of these measures, we surpassed our expectations."
Hyundai's Show Your Loyalty marketing campaign supported 25 renowned college football powerhouse programs and brought 151 on-site events to stadiums across the country. The multi-pronged college football campaign connected the loyalty of Hyundai owners, highlighted by Hyundai's top automotive ranking in the 2012 Brand Keys Customer Loyalty Engagement Index, with the passion and traditions of college football fans across the nation.
Hyundai's RE:MIX Lab was a series of events all about culture, music, art and technology. The events featured uniquely customized cars including a 2013 Elantra converted into a stylish vehicle fully equipped for road trips, a 2013 Veloster Turbo that highlighted music with a motorized touchscreen DJ station and a 2013 Genesis Coupe 2.0T R-Spec that mixed luxury and performance borrowing interiors from Porsche and exotic Italian models. The events took place over 13 days in five key markets: New York, Las Vegas, Chicago, Miami and Los Angeles. Through innovative use of RFID technology, event guests were able to swipe their wristbands at activation stations placed throughout the event, instantly triggering social media check-ins, status updates and photo uploads.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Costa Mesa, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 820 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai's 10-year/100,000-mile powertrain limited warranty, and five years of complimentary Roadside Assistance. Hyundai Assurance includes Assurance Connected Care that provides Hyundai owners with proactive safety and car care services made possible by the Hyundai Blue Link telematics platform standard for three years. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.
SOURCE Hyundai Motor America