Hyundai Launched a Marketing World on Roblox to Reach Gen Alpha
Colin Smith — June 13, 2024 — Autos
References: hyundai.news
Hyundai Motor Company has ventured into the virtual realm of Roblox with its ‘Hyundai Future Adventure’ world, an interactive experience designed to engage younger generations with the brand’s vision of future mobility. Launched officially after a preview at the Consumer Electronics Show (CES) 2024, this Roblox metaverse offers users a chance to explore Hyundai’s innovative technologies through a series of six jump-action challenges. These challenges are set in diverse, themed environments that showcase different aspects of Hyundai’s advancements, including robotics, electric vehicles (EVs), advanced air mobility (AAM), and hydrogen technology.
The ‘Hyundai Future Adventure’ is also an educational platform where players can learn about sustainable values and futuristic concepts. The adventure maps include the H-tech campus, highlighting cutting-edge technology; the HTWO waterpark, demonstrating the power of hydrogen; the Robotics lab, featuring a range of Hyundai robots; the Spacecraft horizon, focusing on cosmic expedition; the Botanic garden, promoting the IONIQ lineup’s sustainable values; and Antarctica, featuring Hyundai’s rescue robots. In addition to the gameplay, Hyundai has also introduced a collection of digital items and accessories on the Roblox Marketplace, allowing users to customize their avatars with unique Hyundai-themed elements.
Image Credit: Hyundai
The ‘Hyundai Future Adventure’ is also an educational platform where players can learn about sustainable values and futuristic concepts. The adventure maps include the H-tech campus, highlighting cutting-edge technology; the HTWO waterpark, demonstrating the power of hydrogen; the Robotics lab, featuring a range of Hyundai robots; the Spacecraft horizon, focusing on cosmic expedition; the Botanic garden, promoting the IONIQ lineup’s sustainable values; and Antarctica, featuring Hyundai’s rescue robots. In addition to the gameplay, Hyundai has also introduced a collection of digital items and accessories on the Roblox Marketplace, allowing users to customize their avatars with unique Hyundai-themed elements.
Image Credit: Hyundai
Trend Themes
1. Virtual-branded Worlds - Hyundai's 'Future Adventure' on Roblox exemplifies how brands can create immersive environments to connect with younger, tech-savvy consumers.
2. Interactive Educational Platforms - The inclusion of educational content in Hyundai's metaverse highlights the growing trend of using gaming platforms to deliver knowledge about complex technologies and sustainable practices.
3. Gamified Marketing Strategies - Hyundai integrating jump-action challenges into their virtual world showcases the innovative use of gameplay to increase brand engagement and product understanding.
Industry Implications
1. Automotive - The automotive industry is embracing virtual worlds to present new vehicle technologies and mobility solutions to a digital-native demographic.
2. Gaming - The gaming industry benefits from the influx of non-endemic brands like Hyundai creating content-rich experiences that attract diverse user bases.
3. Edtech - The use of interactive and immersive platforms by Hyundai to teach futuristic and sustainable concepts positions EdTech as a critical player in brand-led educational outreach.
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