Dive Brief:
- Hyundai is releasing a limited-edition Ioniq 5 Disney100 Platinum Edition in honor of Disney’s 100th anniversary celebration, according to a company announcement.
- The car, which was first introduced as a concept car at the 2023 New York Auto Show, was formally unveiled during a Disney-centric broadcast of “Dancing with the Stars” on Oct. 17 on Disney-owned ABC. The cars are expected to go on sale in early 2024.
- Hyundai is Disney’s exclusive North American automotive sponsor for Disney100, the entertainment company’s centennial celebration.The partnership is a first-of-its-kind collaboration between Walt Disney Imagineering and automotive vehicle designers.
Dive Insight:
The announcement of the special-edition Hyundai Ionic 5 is corporate synergy at its finest. The Disney-fied car was introduced through several integrations on “Dancing with the Stars,” including an opening scene where dancers drove the car through a world of Disney’s most iconic characters before entering the studio and in pre-taped rehearsal footage.
The brand also has exclusivity of advertising spots during the first hour of the show on Disney-owned ABC and during streaming of “Dancing with the Stars” through October. The car — a limited edition of 1,000 — is part of an integrated advertising campaign across channels, including experiential, content, merchandising and more.
Moreover, Disney Imagineers helped design the car to include special touches including a “Gravity Gold Matte” exterior, Disney100 logo exterior badging and interior embossing on headrests and floor mats, and a Disney-themed intro screen (including Disney music and the Disney100 logo) on the central touch screen when the car is turned on. The car also reportedly has hidden designs of Mickey Mouse.
“Disney's collaboration with Hyundai on the IONIQ 5 Disney100 Platinum Edition demonstrates the close, creative partnership between our two brands,” said Andrew Messina, Hyundai’s senior vice president of sales, in a release. “As we celebrate 100 years of The Walt Disney Company, we continue to showcase our power as a leader in live content and how brands can be a part of something wonderful alongside us.”
Hyundai has previously sought to connect with consumers about pop culture with collaborations with Netflix and Roblox. A previous collaboration with Disney saw the automaker release a series of ads starring Marvel Studios heroes from Disney+ series to promote the 2022 Tucson.
