Innocean USA
Hyundai, Buzzfeed, iHeart Radio, & CRONY Creative 

Design an experiential "camp" tour that could be focused on capturing content and shared digitally for the launch of Hyundai's 2018 Kona within three designated markets in Los Angeles, Santa Fe, and Marfa. 
Hyundai teamed up with Buzzfeed to create an experience like no other targeted towards social media active and music loving consumers. The 3-stop tour began with an immersive experience at Meow Wolf (Santa Fe, NM), Marfa TX, and concluded in Los Angeles, CA. Each stop included multiple experiences that were photo ready. These activations included a dazzling art piece of whistles formed to create a Hyundai Kona, reflection installations for guests to take a 360 photo, adventure inspired photo-booths, and lessons on how to lasso a velociraptor. 

The activations lead to a stage area where guests could enjoy a concert series featuring various artists including headliner, Dan Deacon.

Including over 1170+ guests in attendance, the tour generated over 60+ pieces of content shared across digital and social spaces, and garnered a reach of 10.3M+ users. 

Art direction, development, and oversight of LA portion
Microsite Introduction Video

LA (Echoplex) Event Video
Free Merchandise for Guests

Free merchandise for guests

Credit to: Innocean USA & Hyundai Motor America
Production Partnerships: CRONY Creative, Buzzfeed, & iHeart Radio
Lori Martin - Creative Director
Jera Mehrdad - Associate Creative Director
Jackie Barkhurst - Associate Creative Director/Art Director
Ryan Simpson - Associate Creative Director/Copywriter
Justin Hun - Art Director/Designer
Stephen Estrada - Content Producer

Microsite Link: 
Kamp Kona Microsite
Press Coverage: Variety
Back to Top