Hyundai created "Hyundai Mobility Adventure," a game within Roblox on which gamers could experience the brand's vehicles in the metaverse. The initiative was the first virtual experience available on Roblox developed by a global automotive brand.
Objective:
Hyundai is a South Korean multinational automotive manufacturer. In 2021, the metaverse was gaining importance and positioning itself as a topical issue that interested more and more people. Moreover, social distancing during the COVID-19 pandemic increased the demand for shared online experiences. With innovation being part of Hyundai's DNA, it was clear that the car company could not be left behind. The brand wanted to position itself as pioneers of the new virtual frontier.
Hyundai's objective was to target young consumers who are technologically savvy at exploring virtual worlds beyond physical experiences. The brand also wanted to familiarize these consumers with Hyundai Motor's products and future mobility solutions to effectively nurture long-lasting relationships with fans.
Target Audience:
Hyundai was looking to build a long-term relationship and create a meaningful connection with a younger audience that would one day purchase a car.
Creative Strategy:
Hyundai looked at Roblox, a game that is currently at the forefront of the rapidly growing metaverse industry with 43.2 million daily users. In addition to standing out as pioneers in the use of the platform, Roblox offered Hyundai the perfect context to create a meaningful connection with the target audience, as over half of U.S. kids and teens under the age of 16 played Roblox in 2020.
The brand created The Hyundai Mobility Adventure (HMA) — a game within Roblox on which users could explore Hyundai Motor's advanced products and future mobility solutions. The roleplaying game allowed players to customize their avatars, drive around in Hyundai vehicles, and participate in various events.
Hyundai's media plan for "Hyundai Mobility Adventure" relied on influencers and a concerted PR campaign. Influencers were key in promoting Roblox games as they have a strong gaming community on Discord and YouTube. The brand also supported the campaign with on-site banners and sponsored game ads to promote the game on the discovery landing page.
Context:
The future of mobility is Hyundai's core vision and innovation runs in the brand's blood. Continuing to think in an innovative way and exploring new worlds was consistent with the company's vision.
Overall Campaign Execution:
Hyundai implemented an A/B test to optimize the style and format for display ads for the game on the Roblox site. The brand also created six pieces of content showcasing four video game YouTube influencers playing "Hyundai Mobility Adventure."
After the launch, the brand created "Hyundai X Spider-Man" — a mini-game within Hyundai Mobility Adventure where gamers could play as Spider-Man — in time for the theatrical release of "Spider-Man: No Way Home." The brand also deployed Spider-Man banners on the Roblox website. This extended the main campaign with on-site ad units promoting the Spider-Man integration, as well as expanding the metaverse of "Hyundai Mobility Adventure" with the Smart Tech Campus game update.
Hyundai Mobility Adventure is a great example of innovation. Hyundai's immersion in the metaverse through Roblox was a new way to reach a young target that will buy a car in the future.
