Hyundai's Bold Move: $1 Million Donation to Fight Pediatric Cancer During the Big Game
In a move that extends beyond traditional advertising, Hyundai Motor America has harnessed the power of social media to make a significant impact in the fight against pediatric cancer. Through their innovative campaign, "Epic Picks," thousands of fans came together during the Big Game, boosting predictions to raise funds for Hyundai Hope on Wheels, a non-profit organization that supports critical pediatric cancer research. With the commitment of a remarkable $1 million donation, Hyundai is not only promoting social engagement but also making a meaningful difference in the lives of children battling cancer.
The "Epic Picks" campaign cleverly intertwines the excitement of the Big Game with a heartfelt mission. Instead of running a typical advertisement, Hyundai's strategy urged fans to predict game outcomes, such as the length of the national anthem or the number of touchdowns in the first half. For every prediction correctly chosen based on fan votes, Hyundai committed $200,000 towards pediatric cancer research. The engagement culminated in a surprise announcement, revealing that the company would donate a full $1 million, irrespective of the predictions’ outcomes, emphasizing that hope triumphs in every circumstance.
This initiative is part of Hyundai's longstanding commitment through the Hyundai Hope on Wheels foundation, which has been operational for 28 years and has provided over $277 million in research grants. The organization has made a profound influence on the survival rates of childhood cancer, which have risen from about 75% to 85% over the years. Given this impactful history, Hyundai’s ongoing support signifies not just philanthropy, but a dedication to transforming the lives of over 40,000 children affected by this devastating illness.
The launch of the campaign coincided with the introduction of the all-new 2026 Palisade Hybrid SUV, aimed at football fans with advertisements featuring actor John Krasinski. This marketing approach, titled "Make Every Day Feel Epic," runs across various media platforms, emphasizing how Hyundai vehicles enrich everyday experiences. With excitement already building around the Palisade, this campaign sought to create even deeper community connections and inspire participation in a noble cause.
As part of the interaction, Hyundai also incentivized fan participation by offering a chance to win a new Palisade for those amplifying the campaign on social media by tagging friends with the hashtag #HyundaiEpicSweepstakes. The approach successfully turned game day into an opportunity for collective action, with participants feeling they were part of something greater than just a sporting event.
Sean Gilpin, Hyundai's Chief Marketing Officer, articulated the ethos behind this initiative, stating, "This was one of the biggest sports weekends of the year, and we wanted fans to feel like they were part of something bigger. Using our social channels, we provided a fun way for football fans to join the action while rallying support for Hyundai Hope on Wheels. Bringing people together for a good cause is what makes moments like this truly epic."
With their efforts focused not only on entertainment but also on empathy, Hyundai is determined to elevate awareness about pediatric cancer. The aforementioned donation underscores their unwavering commitment as they aim to expand their impact across North America and beyond, including planned investments in Canada, Mexico, Europe, and India in 2026.
The alignment of Hyundai’s innovations with community service exemplifies an emerging trend in corporate responsibility, where brands are challenging conventions and engaging with customers on deeper social issues. Initiatives like "Epic Picks" show that social media can effectively mobilize communities for causes that necessitate attention and funding, particularly in the realm of childhood health.
In conclusion, Hyundai's campaign stands as a model for blending corporate marketing strategies with philanthropic intentions, ultimately turning the spotlight onto a vital cause that affects families everywhere. With Hyundai Hope on Wheels leading the charge against pediatric cancer, the partnership demonstrates how brands can leverage their platforms for greater good, inspiring collective action and hope in the process.
The "Epic Picks" campaign cleverly intertwines the excitement of the Big Game with a heartfelt mission. Instead of running a typical advertisement, Hyundai's strategy urged fans to predict game outcomes, such as the length of the national anthem or the number of touchdowns in the first half. For every prediction correctly chosen based on fan votes, Hyundai committed $200,000 towards pediatric cancer research. The engagement culminated in a surprise announcement, revealing that the company would donate a full $1 million, irrespective of the predictions’ outcomes, emphasizing that hope triumphs in every circumstance.
This initiative is part of Hyundai's longstanding commitment through the Hyundai Hope on Wheels foundation, which has been operational for 28 years and has provided over $277 million in research grants. The organization has made a profound influence on the survival rates of childhood cancer, which have risen from about 75% to 85% over the years. Given this impactful history, Hyundai’s ongoing support signifies not just philanthropy, but a dedication to transforming the lives of over 40,000 children affected by this devastating illness.
The launch of the campaign coincided with the introduction of the all-new 2026 Palisade Hybrid SUV, aimed at football fans with advertisements featuring actor John Krasinski. This marketing approach, titled "Make Every Day Feel Epic," runs across various media platforms, emphasizing how Hyundai vehicles enrich everyday experiences. With excitement already building around the Palisade, this campaign sought to create even deeper community connections and inspire participation in a noble cause.
As part of the interaction, Hyundai also incentivized fan participation by offering a chance to win a new Palisade for those amplifying the campaign on social media by tagging friends with the hashtag #HyundaiEpicSweepstakes. The approach successfully turned game day into an opportunity for collective action, with participants feeling they were part of something greater than just a sporting event.
Sean Gilpin, Hyundai's Chief Marketing Officer, articulated the ethos behind this initiative, stating, "This was one of the biggest sports weekends of the year, and we wanted fans to feel like they were part of something bigger. Using our social channels, we provided a fun way for football fans to join the action while rallying support for Hyundai Hope on Wheels. Bringing people together for a good cause is what makes moments like this truly epic."
With their efforts focused not only on entertainment but also on empathy, Hyundai is determined to elevate awareness about pediatric cancer. The aforementioned donation underscores their unwavering commitment as they aim to expand their impact across North America and beyond, including planned investments in Canada, Mexico, Europe, and India in 2026.
The alignment of Hyundai’s innovations with community service exemplifies an emerging trend in corporate responsibility, where brands are challenging conventions and engaging with customers on deeper social issues. Initiatives like "Epic Picks" show that social media can effectively mobilize communities for causes that necessitate attention and funding, particularly in the realm of childhood health.
In conclusion, Hyundai's campaign stands as a model for blending corporate marketing strategies with philanthropic intentions, ultimately turning the spotlight onto a vital cause that affects families everywhere. With Hyundai Hope on Wheels leading the charge against pediatric cancer, the partnership demonstrates how brands can leverage their platforms for greater good, inspiring collective action and hope in the process.
Topics General Business）
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