Hyundai Motor UK has created an immersive stunt scene on London Southbank to celebrate the arrival of the IONIQ 6 and the upcoming film “Spider-Man: Across the Spider-Verse” from Sony Pictures Animation. The installation features hexagonal portals inspired by the film, which the protagonist uses to travel between dimensions. The IONIQ 6 is positioned as if it has just emerged from one of these portals, with Spider-Man’s spiderweb wrapping around the car to create an otherworldly look. The installation is set against the backdrop of London’s landmarks and will be available for public viewing and photo opportunities from June 1st to June 3rd.
The hexagon portals in the installation represent the gateways to other dimensions in the upcoming Spider-Man film, making a clear connection to the IONIQ 6. Hyundai Motor UK is also running a promotion where customers who test drive the IONIQ 5 and IONIQ 6 can enter a prize draw for a Spider-Verse themed trip to New York, with three runner-up prizes of film screenings. The marketing campaign includes an animated TV commercial featuring Spider-Man and the IONIQ vehicles, social media content, a behind-the-scenes film about Hyundai’s future mobility concepts, and an offline promotional exhibition.
This global marketing campaign is part of a promotional agreement between Hyundai Motor and Sony Pictures, aimed at showcasing Hyundai’s human-centered mobility vision through product and technological innovations. “Spider-Man: Across the Spider-Verse” is currently playing exclusively in UK cinemas.
The film continues the Spider-Verse saga and follows Miles Morales as he reunites with Gwen Stacy and is catapulted across the Multiverse, encountering the Spider Society and facing a new threat. Directed by Joaquim Dos Santos, Kemp Powers, and Justin K. Thompson, the film is based on Marvel Comics and features a star-studded voice cast including Shameik Moore, Hailee Steinfeld, Brian Tyree Henry, Luna Lauren Velez, Jake Johnson, Jason Schwartzman, Issa Rae, Karan Soni, Daniel Kaluuya, and Oscar Isaac.
The collaboration between Hyundai Motor and Sony Pictures has resulted in an exciting marketing campaign that showcases Hyundai’s commitment to electric vehicles and innovative mobility concepts. The partnership allows Hyundai to leverage the popularity of the Spider-Man franchise to promote its IONIQ lineup and reinforce its vision for a sustainable future.
In addition to the eye-catching installation on London Southbank, the marketing campaign includes an animated TV commercial featuring Spider-Man alongside the IONIQ 5 and IONIQ 6. The commercial will be aired in cinemas and digital channels to reach a wide audience. Social media platforms will be buzzing with Spider-Verse-themed content, engaging fans and creating excitement around the collaboration.
To further highlight the collaboration between Hyundai and Sony Pictures, an exclusive behind-the-scenes film will be released. This film will delve into the process of creating Hyundai’s future mobility concepts and explore the shared history between the two companies in the production of the Spider-Man movies. It will provide a glimpse into the creative efforts behind bringing these innovative ideas to life.
To engage fans offline, Hyundai will host a promotional exhibition that allows visitors to explore the connection between the IONIQ vehicles and the Spider-Verse franchise. This interactive experience will provide a deeper understanding of Hyundai’s vision for human-centered mobility and its alignment with the themes of the Spider-Man films.
Through this global marketing campaign, Hyundai aims to reinforce its position as a leader in sustainable mobility and showcase the capabilities of its IONIQ electric vehicles. By partnering with Sony Pictures and leveraging the popularity of the Spider-Man franchise, Hyundai can reach a wide audience and inspire them to embrace a future of electric mobility.
As the highly anticipated “Spider-Man: Across the Spider-Verse” continues to captivate audiences in UK cinemas, Hyundai’s collaboration with the film franchise will undoubtedly generate excitement and draw attention to its innovative electric vehicles. The immersive installation on London Southbank serves as a tangible representation of the unique partnership between Hyundai and Sony Pictures, captivating passers-by and leaving a lasting impression.
With the combination of cutting-edge electric vehicles, a beloved superhero, and a visually stunning installation, Hyundai Motor UK has successfully created a captivating marketing campaign that bridges the worlds of automotive innovation and entertainment.