The automaker’s NFL Draft Day 2031 campaign launches at the NFL draft in Chicago April 28-30 and includes sponsorship of selection square. Families can create and share their own draft videos of their kids at DraftDay2031.com, and through an engaging on-site activation in Chicago. The digital and on-the-ground campaign is the continuation of Hyundai’s #BecauseFootball marketing program that aims to improve the NFL fan experience.
The campaign is targeted at NFL fans and their families, specifically those families who are always on the go and using their vehicles to deliver their kids to sports and activities, says Trea Reedy, senior group manager, experiential marketing, Hyundai Motor America.
“The NFL has the largest and most avid fan base among U.S. sports, and we’re fans too,” Reedy says. “As an official NFL sponsor, we want to celebrate fan passion and bring our brand mission of making things better to NFL fans with entertaining creative and unique on-site experiences.”
Draft Day 2031 is a charming mockumentary where Mike Mayock analyzes the kids who could be selected 15 years from now. It features cameos from NFL players Lawrence Timmons from the Steelers and Sam Young of the Dolphins. The mockumentary plays off the idiosyncrasies of the pro broadcaster analyzing the budding hopefuls. For instance, while Mayock remarks on the 2031 offensive prospect’s power and ability to dominate in the open space, the adorable five-year old proudly shows off his new shoes that “help him run faster than ever.”
The mockumentary was created by Hyundai’s agency of record, Innocean Worldwide.
NFL fans can make personalized, sharable videos of their own favorite little football stars featuring analysis from Mayock. A personalized video featuring signature “Mayock-isms” can be shared across various social media platforms. The Draft Day 2031 program will be supported with banner ads and pre-rolls on NFL.com, as well as a social campaign.
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