Who: Hyundai shook up the world with its presenting sponsorship of the 46th NAACP Image Awards Official Afterparty.

Location: Pasadena Convention Center, CA

Challenge: Change the perception of Hyundai from budget-friendly to a premium, technology-oriented and future looking brand highlighting the new 2015 Hyundai Sonata.

Designed Experience: Guests are welcomed to the theme “Shake Up The World,”  “#SUTW,” highlighting the 2015 Hyundai Sonata and other premium vehicles. Guest posts are dynamically merged with motion graphics and video and displayed via projection mapping across hundreds of feet of the hall to create an imersive social media and branding presence. A #Smarter Campaign Sonata car giveaway makes for a surprising reveal, and concerts featuring headliner Chaka Khan and Raffia elevate the night. A Hyundai Experience Lounge is the place to been seen, premiums and branding are prevalent in a contextual way, interactive stations generate energy, and the cars are glorious in its full, blue-lit display.

Results: 580,000+ total social media impressions, 1100+ photo-booth shares, a new perception of the Hyundai brand, and a night to remember.

Strategic Brand Activation - 2015 NAACP Official Afterparty Sponsored by Hyundai Motor America