16 January 2012
With so many car brands screaming out for attention, automotive advertising gurus certainly have their work cut out for them in ensuring their brand is waving, not drowning.
So props goes out to Hyundai who, just like Hamish and Andy, has launched its latest wares in NYC to ensure it makes a splash.
Hyundai launched its latest model – the sexy Veloster – by luring visitors to play interactive, high-res racing game “HYUNDAI RACE” starring the new car on the big screen video billboard in New York’s Time Square.
“HYUNDAI RACE” is controlled by tilting a smart phone – just like turning the steering wheel when driving a car. Players can easily download the controller for the game from the App Store on the spot and then, by connecting to the free Hyundai WiFi network in Times Square, players control their vehicle on the big screen just as if they were playing a racing game on their smart phone. When players finish the race, their score and rank appears on the billboard – insert crowd applause and adulation here. Talk about engaging with a brand...
The all-new Veloster, which was unveiled at the 2011 North American International Auto Show, is an example of Hyundai’s new brand direction. The vehicle features an innovative and futuristic three-door compact coupe design with the functionality of a hatch and a passenger-side forward-hinged rear door and will be released in Australia on 12 of February this year.