Hyundai Re:Mix Lab Celebrates Cars and Collaborations - Event Marketer

Hyundai Re:Mix Lab Celebrates Cars and Collaborations

Hyundai this fall is once again activating its Re:Mix Lab program, a series of one- to four-day events that feature customized versions of the automaker’s cars, live music, keynote speakers and an artifact retrospective called “Exhibits in Collaboration.”

Each event showcases three vehicles that have been modified to represent a lifestyle theme. The Music 2.0 Veloster Turbo features a chrome exterior, dj station and booming sound system. The Re:Mix Genesis Coupe represents luxury with its terra cotta leather interior and carbon fiber details. And the eco-conscious-meets-social-media-themed Eco-Tuner Elantra GT is painted matte green and includes recycled tweed fabric, a Nintendo Wii with a 15-inch motorized TV and a road-trip friendly cargo roof rack.

At each event, attendees are served cocktails and hors d’oeuvres while they enjoy a mix of live musical performances, keynote lectures and dj sets, all carefully curated to appeal to the local market and the millennial mindset. Fourteen museum-quality displays comprise the Exhibits in Collaboration, a series of static exhibits that showcase one-of-a-kind artifacts from collaborations in art, music and design, such as bottles from French dj David Guetta’s collaboration with Coca-Cola, and limited edition collectibles created by Kidrobot for the animated series, “The Simpsons.” Guests can instantly share their experiences on Facebook through interactive RFID bracelets.

This is the second year for the Re:Mix Lab program. In 2011, the brand supported the launch of the Veloster with the live events. This year, Hyundai is using the Re:Mix Lab strategy to launch the Genesis Coupe, the Veloster Turbo and the Elantra GT.

“Instead of taking our dollars and investing in a sponsorship where we participate with an existing medium, this is something entirely different,” Sandy Belvedere, senior group manager-experiential marketing at Hyundai Motor America, told Buzz. “We’re creating our own branded experiential way of engaging with consumers—something that we know that other automakers haven’t been able to duplicate. It’s an unexpected place and they’re unexpected cars and we feel it’s an unobtrusive manner of providing an experience for these consumers. They get to know the vehicles, affiliate with the brand and then share their experiences socially.”

Re:Mix Lab launched in Chicago on Aug. 3 in conjunction with Lollapalooza and then went on to New York City on Sept. 27. The tour will continue to Los Angeles, Las Vegas, Seattle, Austin and finally, Miami where it will activate in conjunction with UR1, a festival associated with Art Basel, Dec. 8-9. Agency: H360, New York City.

Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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