Exterior Hyundai
WORK / HYUNDAI BACKSTAGE

Hyundai – Backstage at Music Midtown

THE CHALLENGE
How do you get attendees to notice your brand at a noisy, outdoor music festival where consumers are bouncing from one musical act to another… the reason why they bought tickets in the first place? Capturing and maintaining the attention of this audience is notoriously difficult, and Hyundai challenged Advantage to do just that at the 25th annual Music Midtown in Atlanta, Georgia. Hyundai is a leader in innovation in the automotive and technology space, and wanted to highlight their all-new 2020 Sonata and Venue to Millennials and Gen Xers in an exciting way. We’d like to introduce you to “#HyundaiBackstage”!
Hyundai Backstage Group Shot
THE IDEA
We invited all festival goers to get a taste of the backstage festival experience at #HyundaiBackstage, a can’t-miss air-conditioned space where consumers cooled off and interacted with a fresh take on the brand. There were five acoustic performances throughout the two-day festival by various artists such as Local Natives, Bad Suns, Faye Webster, Band of Skulls and Hero the Band, who also were part of the Music Midtown lineup. This provided our guests with an intimate backstage-like experience with their favorite artists. In addition, we had a music-reactive light installation, wall of guitars photo-op, free refreshments, and a custom LED DJ booth with DJ Jasmine Solano spinning records throughout the day.
Outside the space, we provided guests with a lounge area featuring shaded benches and seating poufs– allowing them to kick their feet up and watch a live stream of the festival’s main stage. For an enhanced consumer experience, we created the Hyundai Chill Zone adjacent to our space. This was an air-conditioned walkway where consumers could cool off while walking from stage to stage, featuring a Sonata and Venue displayed at both entrances.
Hyundai Backstage Exterior Night
THE RESULTS
#HyundaiBackstage amassed thousands of festivalgoers, and provided them with an unforgettable experience. 87% of consumers who visited our space said they had a positive opinion of the brand, while 89% said they would definitely or probably consider purchasing a Hyundai vehicle. Our space was also featured in the Music Midtown Festival Recap as well as three owned videos displayed on Hyundai’s YouTube channel that garnered thousands of views. All in, Hyundai generated ~16MM impressions through these various channels. To top it off, #HyundaiBackstage won the Visionary Award at the 2019 Summit International Awards in the Engagement/Experiential category. We would say that we broke through the noise!
Festival Goer Music Midtown
Live Performance - Hyundai Backstage

“All in, Hyundai generated ~16MM impressions through these various channels. To top it off, #HyundaiBackstage won the Visionary Award at the 2019 Summit International Awards in the Engagement/Experiential category.”

Exterior Seating
#HyundaiBackstage Selfie
#HyundaiBackstage