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AWD SKI LIFT PROMOTION AND BRANDED CONTENTHYUNDAI GENESIS
2015 HYUNDAI GENESIS WITH ALL-WHEEL DRIVE The 2015 model is the first Genesis with AWD. The lack of AWD
has made Genesis a difficult sell in the Northeast, Midwest and
high-altitude western markets during the winter months. In a fun
and memorable way, this promotion will demonstrate the Genesis
AWD capabilities firsthand for consumers.
AMCI personnel will select skiers and snow boarders from
lift lines at upscale ski resorts and offer them a ride up the
mountain in the Genesis. These riders will have their dramatic
reactions and comments recorded on video in and around
the Genesis. Not only will this be a great in-market event for
Genesis, rider comments will be turned into branded content.
This content will be pushed out over social and digital
channels to reach millions.
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WHY AMCI When executing an event like this, there are
several factors that must be taken into account.
AMCI specializes in each of these areas:
• Product capability must be understood and utilized for a successful demonstration.
• Highly specialized and technical driving is required.
• Safety is of paramount importance given the mountain is open and people are in close proximity.
• Insurance levels are significant and AMCI can meet these demands.
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EVERY GREAT PROMOTION STARTS WITH A GREAT NAME
NAME OPTION 1:This name speaks to the customer upgrading their car as well as Genesis new capabilities.
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OPERATIONASCENT:
OPERAT ION ASCENT: ELEVAT ION
T H E G E N E S I S
T H E G E N E S I S
T H E G E N E S I S
G E N E S I S A W D
G E N E S I S A W D
G E N E S I S
ELEVAT ION
V IP LIF T
G E N E S I S
G E N E S I S
OPERAT ION ASCENT:G E N E S I S A W D
NAME OPTION 2:Similarly, this name addresses upgrading for the customer and Genesis new ability to conquer a mountain.
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OPERATIONASCENT:
OPERAT ION ASCENT: ELEVAT ION
T H E G E N E S I S
T H E G E N E S I S
T H E G E N E S I S
G E N E S I S A W D
G E N E S I S A W D
G E N E S I S
ELEVAT ION
V IP LIF T
G E N E S I S
G E N E S I S
OPERAT ION ASCENT:G E N E S I S A W D
NAME OPTION 3:This name makes the participants special as well as stating Genesis can handle the mountain.
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OPERATIONASCENT:
OPERAT ION ASCENT: ELEVAT ION
T H E G E N E S I S
T H E G E N E S I S
T H E G E N E S I S
G E N E S I S A W D
G E N E S I S A W D
G E N E S I S
ELEVAT ION
V IP LIF T
G E N E S I S
G E N E S I S
OPERAT ION ASCENT:G E N E S I S A W D
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POSSIBLE EAST COAST LOCATIONS:VermontMaine
POSSIBLE WEST COAST LOCATIONS:UtahWyoming ColoradoCaliforniaIdaho
ANY RESORTS IN THESE LOCATIONS WILL COVER THESE MARKETS:Los AngelesSan FranciscoLas VegasDenverPortlandSeattlePhoenix
ANY RESORTS IN THESE LOCATIONS WILL COVER THESE MARKETS:BostonNew YorkPhiladelphiaBaltimoreWashington, D.C.PittsburghClevelandCincinnatiDetroitChicagoMinneapolisMilwaukeeSt. LouisKansas City
EAST COAST/WEST COASTIn a search for locations for these events, AMCI is targeting an East Coast and a West Coast venue.
THE TOP EAST COAST LOCATION PROSPECT:
SUGARLOAF Franklin County, Maine. Sugarloaf is the largest ski resort east of the Mississippi. They currently have no car sponsor.
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THE TOP WEST COAST LOCATION PROSPECT:
PARK CITY This location is instantly recognizable to skiers. They currently have no automotive partner.
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THE EVENTS:Based out of a small branded area at the base of the mountain,
skiers and boarders will be invited to enjoy an unexpected
ride up the mountain in the Genesis AWD.
Each location will require one day of setup followed
by one day of demonstration and shooting.
Each event will include:
• A branded pop-up tent with tables, chairs, waivers, light signage and hot chocolate
• 3 Genesis AWD cars will drive the course with 1 more Genesis on display at sign-up.
• Recruiters will find riders.
• 4 professional drivers will get the riders up the mountain.
• Registration personnel will make sure all riders have signed the proper releases.
AMCI estimates that 3 cars operating loops about every
15 minutes from 9.00 a.m. to 3.00 p.m. will result in about
72 car loads of 1-3 people each.
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THE CONTENT:These Genesis AWD will be completely sharable events.
It combines the right buyer demographics with the product
performing as promised. From riders tweeting from the locations
to engaging videos on YouTube, this content will be shared.
AMCI recommends completing the following items:
• 2 :90 videos, one per location
• 2 :30 cutdowns of the videos, one per location
• 2 :15 pre-roll cutdowns of the videos, one per location
• 10 Vine videos, 5 per location
• 100 iPhoto images, 50 per location to be shared on social media.
All the above can be delivered in a documentary style
or in a style with higher production value.
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HIGH PRODUCTION VALUE EXECUTION:While this production will not have trappings or overhead of shooting
a TV commercial, such as a video village or craft services, the final
product will look very similar on screen.
This version will feature:
• Rigging all the cars going up the mountain with 3 GoPro cameras so each rider’s comments in the Genesis are captured on video.
• 2 camera crews with sound recording will shoot comment from the riders before and after the ride, B-roll and product action shots.
• 3 smartphone harnesses will be rigged in all 3 cars so riders can take a “selfie” video of their ride to share that day.
• In this version, there will be people to help riders load their skis/boards, harness their smartphone, unload skis/boards, unharness their smart phone and help them upload their “selfie” video with a unique hashtag.
• This version would employ an iPhotographer with the sole purpose of capturing 100 images that are sharable for mobile devices and tablets.
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DOCUMENTARY STYLE EXECUTION:This execution will have a “one camera” feel more like a documentary.
This version will feature:
• 3 operators (one for each car) recording video and audio before each ride, during each ride and after each ride (only 2 riders per car in this version).
• These operators will also capture B-roll and product footage.
THANK YOU
