Hyundai Races Into '24' as Official Series Sponsor
Hyundai Genesis Powers TV's Top Advertiser Drama with In-Show Integrations, Digital Extensions, Sports Tie-Ins, In-Dealership Exposure and More
FOUNTAIN VALLEY, Calif., Feb. 17 -- Jack Bauer is eight hours into another high-octane thrill ride on "24," this time powered by new series sponsor and marketing partner Hyundai and its 2009 North American Car of the Year, the Genesis sedan. The multiplatform collaboration that kicked off last November during the two-hour television event "24: REDEMPTION" spans the series' nail-biting Season Seven and includes exclusive integrations, digital extensions, enhanced sports tie-ins, in-dealership presence, product placement, and print and local radio marketing. "24" airs Mondays (9:00-10:00 PM ET/PT) on FOX.
"Our partnership with FOX and its hit show '24' provides a tremendous 360-degree platform to showcase our new flagship, the Genesis sedan," said Chris Perry, director of marketing communications, Hyundai Motor America. "The unique in-show integration ensures exposure when the audience is most involved with the TV series, watching Jack Bauer in his perilous episodes, but the extensions allow us to build a relationship with consumers in the real world."
The innovative marketing partnership with Hyundai and its media partners, World Marketing Group and Initiative, boasts multiple touchstones, including:
In-Show Integrations: The specialty attributes of the Hyundai Genesis play pivotal roles both in "24: REDEMPTION" and throughout Season Seven. In "24: REDEMPTION," the car's Bluetooth capabilities were highlighted, and additional in-show integrations will be seamlessly integrated into the storyline throughout Season Seven.
Digital Extensions: Hyundai Genesis branding is featured on FOX.com, FOX On Demand, MySpace and hulu. The "24" microsite on FOX.com also includes exclusive, behind-the-scenes content that is updated weekly from January through May. For every episode of "24," a "Scenemaker," specially produced and created by the Genesis, will take fans deeper into the series by highlighting something or someone special about that particular heart-racing hour.
Sports Tie-Ins: For "24: REDEMPTION," Hyundai received on-air enhancements during Major League Playoffs and World Series games.
In-Dealership Presence: A "24: REDEMPTION" integration reel is currently being shown in Hyundai dealerships throughout the U.S.
Product Placement: Hyundai Genesis vehicles will have an on-air presence throughout Season Seven of "24" and were also featured in "24: REDEMPTION."
Other Marketing: The "24: REDEMPTION" telecast was supported by national print (TIME, Sports Illustrated) and local radio buys.
Hyundai Motor America, headquartered in Fountain Valley, 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 780 dealerships nationwide.