To generate awareness and excitement for their all new compact crossover SUV, Hyundai tasked us to create an experience that would break people out of their daily routine and send them on an adventure in music with their all new Tucson.
We partnered with iHeart Media and one of the hottest bands in the world, Imagine Dragons, to encourage their most loyal and enthusiastic fans to go off the beaten path in the all-new Tucson. Our program pushed them to discover unexpected locations in their city, unlock clues to spell out a secret location of the bands’ live performance and get rewarded with an intimate Imagine Dragons show. While the venue was intimate, fans across the country were able to see the performance as we streamed nationally to millions of their dedicated fans and generate millions of media impressions across a variety of channels.