The 2014 BET College Tour returned to take over the campuses of Historically Black Colleges & Universities (HBCUs) for a day filled with student contests, artist performances, and the opportunity to engage first-hand with sponsor activations.
Hyundai joined the ranks of the tour as a National Sponsor, utilizing the BET College Tour to showcase new vehicles on-site, conduct market research, distribute branded premiums at each stop and drive conversation around the brand activation via social media.
As the presenting sponsor of the Freestyle Rap Tournament, Hyundai received high visibility on the College Tour performance stage. At each stop, eight (8) students rapped against each other in a 30-minute tournament taking place in front of a Hyundai branded banner. The winner of each round was determined by crowd applause, and would advance further in the tournament. Each school’s grand prize winner was presented with Beats by Dre headphones by a Hyundai representative on-site.