To support its 2011 Sonata SE, automaker Hyundai in August launched a Sonata Uncensored experience that is traveling to 10 cities through mid-October. Consumers test drive the car and competing vehicles on a three- to five-minute closed course with a professional driver. Afterwards, they are encouraged to hang around under a large, white Hyundai-branded tent and share their thoughts about the car with friends on Facebook and Twitter using iPads provided on-site.
“The goal of the Sonata Uncensored campaign is to allow customers to draw their own conclusions by participating in the Hyundai experience. With everything they can do at the event it becomes a complete experience and the more we can get them driving and telling their friends about Hyundai, the better,” Monique Kumpis, experiential marketing & strategic alliances manager at Hyundai USA, told Buzz.
The experience, which is housed in a retrofit shipping container for a raw, edgy effect, is an attempt to go beyond the vehicle and resonate with its consumers’ lifestyle. A partnership with Dwell magazine and architect Christopher Deam enhances the space with Adirondack chairs for a low-key, “front porch” feel where attendees can flip through the magazine and sip Starbucks coffee drinks.
After their test drive, attendees can record their reactions in the Sonata Uncensored video booth. Their video will be emailed to them and clips from the events will be uploaded to Facebook. Some footage may be used in a national ad campaign. Attendees also complete an electronic survey after their test drive.
Besides the ride and drive, a static vehicle display allows for self-paced exploration inside and outside of the car. Product specialists are on hand to provide additional information.
The tour launched at Autobahn Country Club in Chicago and has traveled to Cleveland, Dallas, New York City, Philadelphia, Tampa and Washington, D.C. In October, the tour will visit the Humble Civic Center in Houston, Phoenix International Raceway and Santa Anita Race Track in Los Angeles. Agency: Jack Morton Worldwide, New York City.