Hyundai Motor Company launched an interactive racing game called “HYUNDAI RACE” on its prominent Times Square video billboard today. Times Square visitors can play the high-quality racing game featuring the all-new Hyundai Veloster on the big screen and simulate the real driving experience.
“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 “HYUNDAI RACE” from the App Store. Then, by connecting to the free Hyundai WiFi network in Times Square, players can 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 will appear on the billboard and show their ranking among other players.
“HYUNDAI RACE” will be on the billboard until the end of this year, and Hyundai will continuously deliver other innovative interactive experiences in Times Square next year.
“HYUNDAI RACE” is a strategy that aligns with Hyundai’s new brand direction –“New Thinking. New Possibilities.” – which debuted at 2011 North American International Auto Show in Detroit. The new brand direction aims to provide customers with experiences beyond expectations through innovative thinking.
The all-new 2012 Veloster, which made its debut at the 2011 North American International Auto Show, is another example of Hyundai’s new brand direction. The vehicle features an innovative three-door compact coupe design with the functionality of a hatch and a passenger-side forward-hinged rear door. The Veloster racing game is the first in the world to launch with high-quality graphic resolution on the Times Square billboard that offers a realistic driving experience.
“Having a large video display in Times Square certainly creates awareness among consumers through creative graphic elements. But Hyundai’s racing game takes engagement to a new level,” said Steve Shannon, vice president of Marketing, Hyundai Motor America. “The game invites the audience to interact with Hyundai in the middle of one of the world’s busiest venues for commerce and tourism. It’s a great example of our innovative marketing at work.”
Hyundai has been marketing in New York Times Square along with global leading brands since November 2009. Times Square billboards draw 1.5 million impressions a day in one of the world’s most iconic locations for exposing brands.