Hyundai Veloster Re:Mix Lab
For the release of the all-new Gen Y Hyundai Veloster, Future coordinated with Hyundai to produce pop up events in creative urban hubs. The RE:MIX Lab focused on 3 pillars: games, music & technology. Each event included permanent exhibits, art installations and 3 customized Veloster's aligned with the 3 pillars. Future, being on the forefront of all things Tech, Games and Music, was the perfect partner for Hyundai to makes these events a huge success. The partnership kicked off in October in New York with a live Forza broadcast played by professional gamers, streamed live on Twitch.TV. A celebrity panel followed the broadcast with The Walking Dead's creator, Robert Kirkman, hosted by Chris Hardwick. Our NY event ended with a live DJ performance by Eclectic Method and Minus Baby. In Los Angeles, we raised the bar even higher by bringing in KCRW's host of The Treatment, Elvis Mitchell, to moderate a panel with celebrity filmmaker, Edgar Wright (Shaun of the Dead, Scott Pilgrim vs. The World). The night culminated with a live performance by indie rock chiptunes band Anamanaguchi. These events were a great example of Future's capabilities to integrate our digital, print, social and event prowess to execute highly visible, entertaining, 360 marketing programs. Future's editorial staff, company-wide, contributed to the success of these events by promoting it to their core audience and provided invaluable support to the success of this program.