Hyundai Motor America’s partnership with Live Nation this summer was its first “big success” in augmented reality (AR), and just the beginning of how the automotive manufacturer can utilise the technology, says chief marketing officer Dean Evans.
➨ Hyundai debuted Live Nation’s new suite of customisable AR products at the 25th annual Music Midtown festival in Atlanta, Georgia, last month
➨ Those at the festival in Atlanta could use AR to explore the festival grounds and unlock special viewing experiences
➨ Fans at home were able to view the performances in a total new and immersive way
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 explains: “At Hyundai, we think AR is a technology with a lot of potential to provide users with a far more immersive and unique experience. At Music Midtown, our integration with Live Nation helped give music fans a better experience and made it far more captivating for those watching at home.”
“The AR experience through the Music Midtown app was a creative way to not only provide attendees with more robust information about the festival, but enabled them to view the live performances in a way they’ve never done before with unique vantage points. We were also able to seamlessly integrate our all-new 2020 Sonata into the experience so people could learn more about this exciting new vehicle that has a distinct styling and a robust offering of new technologies.”
“We think this partnership was a big success and just the start of how you can utilise augmented reality.”
The versatility of the technology
The versatility of the AR experiences on offer really impressed Evans. He says: “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 continues: “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.”
Image credits: Hyundai and Live Nation
This article originally appeared in Issue 1 of VRWorldTech Magazine