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Hyundai Builds Digital Dream Team for Super Bowl Ad

As game day approaches, Hyundai is lifting the veil on its 30-second in-game commercial running in the first quarter.

“Team” is a unique twist on a classic ‘tables turned’ tale; it follows a young boy as he recruits his own dream team to take on the neighborhood troublemakers.

The all-new seven-passenger Santa Fe takes an active role helping the young boy and his mom gather a team to step up to the challenge.

To further engage fans, Hyundai is launching a mobile social experience that serves as a digital companion to “Team” and taps the power of Facebook’s friend network.

[ Also Read: 5 Reasons I Love My Facebook Friends ]

Inspired by the all-new seven-passenger Hyundai Santa Fe, “Find Your 7” allows consumers to assemble their Super Bowl dream team online, assigning some of their best Facebook friends to each seat in a virtual Santa Fe.

Each seat corresponds to a unique character archetype, mimicking groups of friends in the real world. By participating, users will be entered into a drawing to win seven tickets to the 2014 Super Bowl.

Starting today, Jan. 30, consumers can visit and login with Facebook profile to the “Find Your 7” program.

[ Also Read: Top 20 Digital Brand Campaigns of 2012 ]

“Find Your 7” pre-populates the vehicle for the user based on intelligence gathered from a user’s connections on Facebook, including frequency of friend interactions, likes, etc.

Find Your 7

Find Your 7

Unlike similar applications in the past where selections were made at random, this program determines candidates that are a true fit for each archetype.

After people lock in their friend configuration and create a team name, a custom video introduces their dream team, assigning each of the seven teammates to their character archetypes: the muscle, the brains, the prankster, the motivational speaker, the technician and the loose cannon.

The video, designed with the look and feel of an action movie trailer, dynamically incorporates elements such as the friends’ names, profile pictures, hometowns and interests to create a custom experience for each person that can be shared on all social channels.

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