Hyundai fait jouer Times Square

Pour ce 901ème article sur Sportsmarketing.fr, je tenais à vous parler d’une opération digitale réalisée à New-York par Hyundai, le constructeur automobile sud-coréen.

Imaginez Times Square, un des lieux les plus mythiques de New-York mais aussi le plus dense en terme de messages publicitaires avec ses écrans géants à foison. Le défi était donc de taille pour Hyundai qui tenait donc à attirer l’attention des passants.

Au final, Hyundai, partenaire de la FIFA, a mis en place une expérience interactive où chaque passant avait l’opportunité de conduire une Hyundai sur l’un des écrans géants de Times Square et de contrôler la voiture directement via son iPhone et l’application dédiée.

Après McDonald’s à Stockholm, Hyundai met en place une publicité expérientielle, grand public et divertissante, qui, en dépit du coût élevé de production, permet à la marque d’investir la ville en bénéficiant des installations digitales, d’offrir une expérience immersive et de gagner en notoriété pendant et après l’événement.

[youtube]http://www.youtube.com/watch?v=awd-vORN7dQ[/youtube]

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