Hyundai Honours American Troops with 360 Immersion

Hyundai will transport US troops from an overseas base to the heart of the Super Bowl action using custom-built 360-degree immersive pods.

Hyundai Motor America, an official NFL sponsor, is striving to make this year’s game especially memorable for American soldiers away on tour. The carmaker will virtually transport several troops from a base overseas to the heart of the action in the stadium using custom-built 360-degree immersive pods.

The brand and its marketing agency partner, Innocean Worldwide, are working with renowned director, Peter Berg as well as Pony Show and Film 45, to bring the unique virtual simulation to life. The team is set to shoot, edit, and produce a 90-second documentary in real time to capture the experience.

Scheduled to run after the final whistle in the first commercial break, the piece will follow the game’s conclusion, before the trophy ceremony. The group released two teasers during the AFC and NFC Championship weekend, featuring Joe Montana and Mike Singletary, which hint at Hyundai’s creative.

The full story will be told when the 90-second piece airs after the game. For several years now, the automotive company has offered special discounts to military personnel and honored Memorial Day by enhancing its Military Incentive Programme, aiding American troops in purchasing a vehicle.

Better is our driving force and this campaign is an act of that brand philosophy. Using the latest innovations in video technology, we will give our troops an experience they will never forget and one that viewers won’t want to miss,” said Dean Evans, CMO at Hyundai Motor America.

Hyundai is a two-time World Branding Awards winner under the Automotive (National) category, walking away with the title during the 2014-2015 and 2015-2016 installations respectively.