Hyundai Motor Races into the Digital Track with ‘Asphalt Legends Unite' Collaboration
Hyundai Motor Company today announced its collaboration with Gameloft's popular racing game, Asphalt Legends Unite launching its famous high-performance models on digital racing tracks.
The game, available across multiple platforms including consoles, PC, and mobile, is an award-winning title that enjoys widespread global popularity. This initiative is part of Hyundai Motor's efforts to connect with younger audiences through gaming.
"Last year, we launched content-driven marketing through the short film 'Night Fishing', focusing on storytelling as a way to breakthrough the decline of traditional advertising," said Sungwon Jee, Global Chief Marketing Officer of Hyundai Motor Company. 'This year, we are expanding our brand storytelling into gaming through our partnership with Asphalt Legends Unite to connect younger generations in a space they love.'
Hyundai Motor is pioneering its content marketing strategy to align with the evolving media landscape and changing content trends among younger generations. Last year, the company took a fresh approach of releasing a short film 'Night Fishing', and this year, it is expanding into gaming through the partnership with Asphalt Legends Unite. The company will continue to collaborate with various global game titles to grow young fan base and present creative content marketing campaigns.
Starting April 2, with the release of Update 43, players can drive the IONIQ 5 N high-performance electric vehicle (EV) and the N Vision 74 high-performance hydrogen fuel cell-hybrid concept car.
From April 3 to April 30, Hyundai Motor will host a four-week in-game event, featuring both vehicles. In each event, the fastest player will be honored as a winner and a total of three winners will be invited to South Korea to explore landmarks in Seoul and brand spaces. They will also have the opportunity to test drive the IONIQ 5 N and visit the N Festival 2025, the biggest one-make race in Korea.
Hyundai Motor is also collaborating with global gaming influencers. The popular streamers on Twitch and YouTube will drive Hyundai Motor's high-performance models in the digital racing scene and share their thrilling experience through exclusive content, live gameplay, and event participation.
Hyundai Motor is expanding its content marketing initiatives into gaming to strengthen brand engagement with Gen Z and Alpha audiences. Building on its previous launches of 'Hyundai Future Adventure' on ROBLOX and 'Timeless Seoul' on ZEPETO, the company continues to collaborate with leading global racing games, including Nexon's KartRider Rush+.
By creating engaging gaming experiences, the company aims to broaden its brand recognition and product exposure among younger generations. With Asphalt Legends Unite's recent update supporting cross-device play and its high-quality graphics, Hyundai Motor aims to engage and resonate with Gen Z audiences around the world.
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