Hyundai Tucson Takes New Approach to ‘Experiential Marketing’

Hyundai Tucson Takes New Approach to 'Experiential Marketing'Hyundai Tucson is up to something experimental in marketing. And MMW just got an earful of it.

For the launch of the all-new, redesigned Hyundai Tucson, the car company partnered with iHeartRadio to create “iHeartRadio Presents Destination Unknown – A Hyundai Tucson Experience,” a new campaign developed and produced by the automobile company’s long-time branded entertainment agency, GreenLight Media & Marketing.

Hyundai’s new campaign began with social media activations, iHeartMedia on-air and digital promotions and listeners participating in a scavenger hunt throughout Los Angeles in Hyundai Tucsons to uncover the unknown destination of a very special live acoustic performance by the Grammy Award-winning band, Imagine Dragons.

“Using the hashtag #DestinationUnknown as a call-to-action on social platforms, digital banner ads and the radio ads, fans were alerted for a chance to win tickets to the secret Imagine Dragons show,” an announcement shared with MMW reads.

The Hyundai Tucson Destination Unknown super fan experience was captured throughout the journey in two original videos now available on Imagine Dragon’s Vevo channel, iHeartRadio’s YouTube channel and, as well as Hyundai digital platforms.

“We are excited about the campaign because of the authenticity of the messaging when it comes to fan engagement,” said Dominic Sandifer, president and co-founder of GreenLight Media & Marketing.