The Story:
In a continued effort to reach millennial consumers, Hyundai has re-entered the world of music marketing, including a sponsorship of the 2019 Music Midtown Festival in Atlanta. I lead my team in developing an onsite activation concept called Hyundai Backstage. Here music fans could take a break from the Hotlanta humidity and enjoy an air-conditioned lounge environment complete with a bumping DJ spinning throughout the day and complimentary ice-cold bottled water. In addition, guests could explore the all new Sonata and other flagship Hyundai models displayed with our motion interactive LED light walls. Another big hit was our wall of guitars, which became a FOMO inducing Instaworthy photo op. And perhaps best of all, fans enjoyed intimate musical performances by up-and-coming artists including Local Natives, Hero The Band, Bad Sons and more all courtesy of Hyundai. Check out the video below to see all the action.
