This September, at the 25th annual Music Midtown festival, Hyundai Motor will be the first company to leverage a selection of Live Nation’s AR products. Hyundai will execute creative experiences for fans onsite and at home to promote and explore new features of the redesigned 2020 Sonata. Courtesy of Hyundai Motor

Korean automaker promotes its sedan at music festival

Live Nation, the world’s top live entertainment company, unveiled its augmented reality (AR) products at the Cannes Lions International Festival of Creativity on June 20.

Among them, Hyundai Motor will be the first company to leverage Live Nation’s AR products at the 25th Music Midtown festival, which will take place this September.

In particular, Hyundai plans to promote its all-new Sonata, which the Seoul-based automaker expects will win the hearts and minds of motorists across the globe.

Live Nation’s AR products, which will first be integrated into select festival apps, are the latest addition to a long list of digital products better connecting fans with brands, according to Hyundai.

Hyundai Motor America CMO Dean Evans said that the collaboration with Live Nation will offer an unprecedented experience.

The 2020 Sonata is Hyundai’s most technologically advanced sedan ever that aims to make the daily ride better. That’s why partnering with Live Nation to utilize the latest in AR technologies to enhance the fan experience is in perfect alignment,” he said.

Our mission with the partnership is to naturally integrate the Sonata, and its premium design and suite of technology features into the AR experience in a way festival goers are sure to appreciate. We are looking forward to working with the Innovation + Partnership division of our advertising agency of record, INNOCEAN USA and Live Nation to deliver a live music experience like never before.”

Live Nation Executive Vice President Kevin Chernett also showed his high hopes on the partnership.

More than 90% of live music fans globally say brands can enhance the live experience, and augmented reality presents endless opportunities,” he said.

The ability to drive culture through creativity while also adding value to fans allows brands to elevate expectations at live music events.”

The initial suite of AR products in development include AR Livestream, AR VIP Access, AR Fest Lens, AR Intermission, and AR Photo Opp.