In an unprecedented marketing move, the multinational automotive manufacturer Hyundai has infiltrated the wildly popular Grand Theft Auto (GTA) video game with its new Hyundai Tucson model. This bold stunt was carried out in the MVD City environment of the exclusive GTA FiveM customized server and gave players a unique, interactive experience with the car’s advanced security system.
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Dubbed “The Uncrashable Tucson,” this creative campaign was developed by the strategic creative agency From, led by Marcelo Weintraub, in collaboration with Alpha Kings, a community devoted to creating immersive gaming experiences for Latin America. The project integrates real-world vehicle technology into the virtual universe of GTA, allowing gamers to witness and interact with Hyundai’s innovative SmartSense system firsthand.
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The Hyundai SmartSense system is a state-of-the-art suite of sensors and driving assistants designed to increase safety and provide peace of mind for drivers. By incorporating this system into the virtual Tucson model in GTA, players had the unique opportunity to virtually test drive the vehicle and experience the system’s capabilities in a high-octane, thrilling environment. The missions were based on game scenarios, pushing the limits of the brand’s assisted safety system.
This disruptive campaign demonstrates an ingenious blend of creativity, technology, and innovation to enhance Hyundai’s visibility among its target audience – the younger, tech-savvy generation. By choosing a global platform like GTA, Hyundai ensures broad exposure to a vast and diverse player base.
The agency, known for working on global projects, has clients including Hyundai, PedidosYa, Chery, and AB Inbev, among others. Its collaboration with Alpha Kings to integrate real-world car technology into a virtual environment is a first of its kind.
The integration of Hyundai Tucson in GTA’s high-adrenaline world has revolutionized how automobile manufacturers market their products and engage with potential customers. Hyundai has set a new precedent in the industry, demonstrating the potential for video games as an interactive marketing platform. This innovative strategy, coupled with the cutting-edge technology showcased in the Hyundai Tucson, reiterates Hyundai’s commitment to safety, innovation, and customer engagement.
