Our idea – the RE:MIX lab, a nation-wide mash-up of music, technology and gaming which travelled to creative spaces in the 5 top US cities. Featured were 3 customised Velosters, each an embodiment of one of the themes.With 15 partners, we created 30+ events including 3D projections with original scores, a DJ set by Academy Award winning director Jason Reitman and DJ Cut Chemist and a live streamed Q&A with Skrillex from the commissioned film, RE:GENERATION.

DJs performed from the ‘music’ Veloster, a gaming tournament emanated from the ‘gaming’ Veloster and a first-to-market RFID social check-in from the ‘technology’ Veloster.

RE:MIX Lab helped propel sales of nearly 4,000 Velosters during the launch month, surpassing the sales goal by 24% throughout the RE:MIX Lab’s 3-month duration.Popularity of the events vastly exceeded estimates with attendance above 16,000 (90% over estimate) and over 1.7m social media impressions generated by RFID check-ins.Earned media also greatly surpassed expectations with over 100m impressions, including coverage in NY Times, MTV, G4, and Rolling Stone.In only 3 months, RE:MIX Lab and Veloster were also able to help drop the median age of the Hyundai buyer by 3 years!