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April 22, 2015 | Volume 13, Issue 5
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HYUNDAI MOTOR AMERICA PARTNERS WITH THE TEXAS RANGERS FOR NEW ADDITION TO GLOBE LIFE PARK
The Texas Rangers creatively brand the Batter's Eye Club with new ball park feature.
By: Alby Abalos
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Click the image above to check out the Texas Rangers' Hyundai Club!
Dear Faithful Readers,
This week’s “Selling It…” features a great story about how some ideas come to fruition. There is a lot of pressure in the sports industry to try and be creative with different promotions, stadium features, etc. You read about those ideas every two weeks here, but what is neat about a lot of these stories is how the program came to life.
The Texas Rangers were challenged by longtime partner, Hyundai, as they looked to expand their presence at the ballpark. At first the Rangers really struggled with coming up with the right idea but once they got it the idea really took off.
This idea was the 2015 SAMMY winner. If you want more information on the SAMMY Award or how to enter next year’s contest. Feel free to reach out!
Enjoy the story!
Ryan Heidrich
P.S. - Don’t forget to stay engaged on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!
PROGRAM TITLE
Texas Rangers: Batter's Eye Club Upgrade
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OBJECTIVES
The Texas Rangers wanted to find a partner for their Batter’s Eye Club, which was a new addition to Globe Life Park in Arlington going into the 2012 season. The Batter’s Eye Club is the most modern space in the park, which provides fans sweeping views of the outfield.
After having struggled for a couple of years to find the “perfect partner,” and a combination of creativity and branding challenges for the space, the Rangers knew they had found the partner they were looking for after engaging in talks with Hyundai Motor America.
Hyundai had past experience as a partner of the team. Their immediate objectives were to increase sales of the newly redesigned Hyundai Genesis, and to expose their brand to a wider spectrum of car buyers in the Rangers territory.
PROGRAM DESCRIPTION
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Initially, the Rangers looked to make revisions in center field. When this idea ceased, they brought the idea of renaming the Batter’s Eye Club to Hyundai. Hyundai turned the idea down. They wanted something with more “meat on the bone,” something that got away from conventional thinking. The Rangers returned to their creative drawing board.
During a late night in the middle of the season, the Rangers felt like their good ideas were running dry. A staff member said in frustration, “I wish the answer would just fall from the sky.” They had found their answer… PUT A CAR ON THE ROOF! The idea didn’t exactly fall from the sky, but the inspiration was there. They believed this was a great idea because the roof of the club was visible from nearly every vantage point in the ballpark and is often featured in the game broadcasts.
Showcasing a Hyundai Genesis on top of the Batter’s Eye Club, and giving Hyundai additional branding opportunities, offered a prominently creative solution to their conundrum. The Rangers and Hyundai agreed to terms in May and a 2015 Hyundai Genesis model as installed in July of 2014.
They also offered additional signage opportunities in the seating areas immediately surrounding the club. In addition to the signage opportunities, Hyundai received an in-game feature where each time the Rangers get a hit at Globe Life Park the Hyundai sign and hazard lights flash.
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Click the image above to view the Texas Rangers' Hyundai Club ticket page!
PARTNERSHIP
The Texas Rangers partnered with Hyundai Motor America for the new ball park feature. The Rangers have partnered with Hyundai for past promotions, but solidified a long-term partnership with the Batter’s Eye Club upgrade.
Chad Wynn, Manager, Partnerships for the Texas Rangers states, “The Rangers are proud to partner with Hyundai to create an exciting new look with the rebranded Hyundai Club. We wanted to change conventional thinking with this partnership, and we did just that by placing a new Hyundai on the roof of their club. We are looking forward to a long term relationship with Hyundai and their regional dealers.”
RESULTS
With the installation being finalized in the middle of the season, the Rangers didn’t expect to see many immediate returns but were pleasantly surprised with the results Hyundai delivered them.
Year-Over-Year sales for the Hyundai Genesis are up 59% in Dallas-Fort Worth, which is an increase of 24% compared to the rest of the region. Additionally, the website traffic for the Genesis has risen 114% Year-Over-Year. Lastly, the Dallas-Fort Worth market has outperformed the rest of the country by 3% and outperformed the rest of the region by 1.2% in Year-Over-Year growth.
The Rangers were able to drive significant revenue and forge a long-term relationship with Hyundai due to the innovative process.
LOOKING AHEAD
As the Rangers look forward to the 2015 season and beyond, they will partner with Hyundai on generating more attention to this unique asset. They hope to launch a sweepstakes where a lucky fan will win a prize if a player successfully hits the car during a game. The Rangers are also planning to do a live in-game broadcast from the car.
CONTACT
For more Information, contact:
Chad Wynn, Manager, Partnerships, Texas Rangers
Mark McClung, Regional Marketing Manager, Hyundai Motor America
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