Ad on Yahoo! homepage uses wacky road trip video and songs by the Flaming Lips to position the Santa Fe as the ultimate family fun car
“Make a play date with your kids.” That’s the theme of the interactive ad by Hyundai and Yahoo! to introduce the new 290-horsepower seven-passenger Hyundai Santa Fe CUV (crossover SUV) and position it as the ultimate family fun car.
It’s positioning done with plenty of pizzazz, kicking off with a custom rich media lightning bolt (the Santa Fe’s logo) that blows open the live-page content to reveal features like a wild family road-trip video and an interactive exploration of the Santa Fe’s features, all set to raucous music by the Flaming Lips. (You can even download one of their songs.)
After the lightning bolt strikes, the ad withdraws to the 970x60 north banner and 300x250 unit on the right. To experience the play date at their own pace, the user can push down the banner to a 515-pixel-tall showroom. The video that starts playing is the original one-minute TV spot starring the Flaming Lips and featuring “Sun Blows Up Today,” the new single from their forthcoming full-length album, “The Terror.”
The user can”X” the video at any time to minimize it to the right. In its place is an interactive graphic of the Santa Fe on a sunny suburban driveway framed by touch points that describe the CUV’s features as well as a link to download “Sun Blows Up Today.” “Learn More” takes the user to epicplaydate.com, the official Santa Fe site.
Hyundai’s custom takeover of the Yahoo! homepage lets users immerse themselves in the audio-video experience at their own pace and gives the carmaker ample opportunity to get its family-oriented message across in engaging fashion.
---Thomas T. Lady