Brief:

• Hyundai unveiled a mobile and digital experience on streaming platform Spotify to highlight the features of its 2021 Elantra sedan. The carmaker's "My City Unlocked" experience features three recording artists who take viewers on a virtual tour of their hometowns in a series of podcasts, videos and annotated playlists, according to an announcement.
• The digital experience features singer Lauren Jauregui in Miami, singer Amber Mark in New York and musician Gryffin in Los Angeles. In addition to their video and playlist content, the performers share stories about their hometowns with entertainment reporter Terrence J in a branded podcast titled "Unlock My City With..." that's available only on Spotify.
• Hyundai developed "My City Unlocked" with agency of record Innocean USA, per the announcement. The immersive experience is an extension of Hyundai's broader, digitally focused campaign for the 2021 Elantra.

Insight:

Hyundai aims to immerse music fans in a comprehensive multimedia experience that's part travelogue, part curated playlist and part podcast on Spotify. By enlisting three performers popular among Generation Z to recommend places to visit in their respective hometowns, Hyundai is highlighting how the Elantra is associated with freedom, exploration and fresh experiences that appeal to younger consumers. The experience also harnesses Spotify's strengths in providing playlists that intersperse commentary with music and Hyundai's branding.

"Unlock My City" is an extension of Hyundai's broader campaign for the 2021 Elantra. The carmaker last month unveiled two TV commercials for national broadcast, a streaming content series, augmented reality (AR) showroom and sponsored breaks and host-read plugs on livestreaming platform Mobcrush. The digital-heavy campaign helps to position the Elantra as a tech-forward vehicle that's appealing to Gen Zers seeking authentic experiences they can share on social media.

By creating a digital experience on Spotify, Hyundai can tailor the campaign to reach target audiences who are currently in the market for a new car, or broader audiences that may one day consider buying an Elantra. Spotify's audience for its ad-supported platform grew 31% to 185 million monthly users in Q3 from a year earlier, giving it broad worldwide reach, though its ad targeting features are more compelling for marketers like Hyundai that seek to reach narrower audiences. Spotify has invested heavily in its advertising technology to expand its platform, including last week's agreement to acquire podcast advertising and publishing company Megaphone.

With the expansion of its ad platform, Spotify has lured more major brands that seek to reach its growing audience. In October, beauty brand Estée Lauder let Spotify listeners verbally request a serum sample. The campaign was integrated with Google Home smart speakers, giving listeners a way to interact with audio ads for Estée Lauder's Advanced Night Repair serum.