Versatility of Live Nation AR experiences impresses Hyundai

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The versatility of the augmented reality (AR) experiences on offer from Live Nation to showcase the 2020 Sonata most impressed Hyundai North America chief marketing officer Dean Evans following the launch of their partnership last month.

Quick read

➨ Hyundai debuted Live Nation’s new suite of customisable AR products at the 25th annual Music Midtown festival in Atlanta, Georgia, last month

➨ The automotive manufacturer executed creative experiences for fans onsite and offsite to promote and explore new features of the completely redesigned 2020 Sonata

➨ ‘One of the things that stood out was the versatility of the technology to provide several different experiences within a single app’

The story

Hyundai debuted Live Nation’s new suite of customisable AR products at the 25th annual Music Midtown festival in Atlanta, Georgia, last month.

The automotive manufacturer executed creative experiences for fans onsite and offsite to promote and explore new features of the completely redesigned 2020 Sonata.

Evans said: “One of the things that stood out was the versatility of the technology to provide several different experiences within a single app. For instance, those at the festival in Atlanta could use AR to explore the festival grounds and unlock special viewing experiences, while those at home were able to view the performances in a total new and immersive way, especially in comparison to the typical live stream. And then we were able to build into that a way for consumers to explore our new Sonata’s exterior, interior, and some key features.”

Evans adds: “New technologies allow you to enhance your creativity. At the end of the day, the most important aspect is the creative insight and how you use technology to inspire action and connect people with your brand. With the AR Sonata, we are giving consumers new ways to learn about and experience our vehicles.”

Speaking about the partnership in June, Kevin Chernett, executive vice president of global partnerships and content distribution at Live Nation, was enthusiastic about the potential of AR for brands looking to interact with audiences at live music events.

He said: “More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities. The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”

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Image credit: Hyundai