Hyundai Gets Consumers Excited with Adrenaline Event Series
Hyundai’s heart-pounding Adrenaline Tour put drivers behind the wheel and the Korean automaker top of mind among new car buyers as it generated test-drives, media and consumer attention, interest and brand perception for the high-performance 2010 Genesis Coupe.
In February 2009, Hyundai announced its partnership with Rhys Millen Racing and Red Bull Energy Drink as part of a strategy to connect the Genesis Coupe to drift racing, the high-energy motor sport best known from Universal Studio’s “The Fast and Furious” film series. The excitement continued with the eight-city Adrenaline Tour, a fast and furious experience that put consumers inside the 2009 Genesis Coupe and the competitive motor sports world in ride-and-drives that spoke to the performance excitement of the brand.
Rather than being a part of a larger lifestyle event, the tour comprised a series of invitation-only experiences that gave Hyundai maximum control over the environment while surrounding guests with the Coupe and the exciting, high-performance culture of drifting. Before the event, a dedicated microsite, coupeadrenalinetour.com, served as home base, delivering information about the tour along with photos and videos featuring the Genesis Coupe and a special racing section highlighting its performance in competitive Time Attack and Drifting events. A Coupe Performance Parts Sweepstakes drove traffic to dealerships and dangled a package of high-performance components for the Coupe valued at more than $6,000.
Every component of the Adrenaline Tour experience built excitement for the car. A Formula Drift Series Coupe was the focal point of the “Drift Lounge,” an area celebrating the car’s dive into motor sports. On-track videos of the Coupe whipping around the track, animations of the car in a drifting dreamscape, a “flipbook” giveaway and an interactive iWall that engaged guests with computer animations and product information revved up guests’ interest. Every hour, on a closed driving course, professional drivers delivered tire-screeching, tread-smoking drifting demos that sometimes included guests on their wild rides. The climax occurred as guests chose between a four-cylinder Turbo or a 306 HP V6 Coupe to drive around the course with a professional driver riding shotgun to describe the car’s acceleration and handling attributes. Everyone who registered for the event received a follow-up email that reinforced the experience.
The tour results were as heart-stopping as the rides themselves, delivering 7,258 test drives and 190,000 positive word-of-mouth conversations; 55 percent of post-event survey respondents indicated they were highly likely to recommend the Coupe to others; 36 percent opted to receive further information.