In the auto sector, the vehicle configuration process can often be linear, clinical, prescriptive, and uninspiring. It allows for very little imagination. In addition, car configurators traditionally come in during the latter part of a shopping journey, effectively engaging only those consumers with some degree of purchase intent.
With The Walking Dead Chop Shop, we were able to create a car configurator experience that captured the attention, imagination and participation of upper- and lower-funnel audiences alike, while simultaneously educating them on our model offerings. By adding a culturally relevant interest layer to the traditional model of car configurators, we gave fans a compelling reason to voluntarily engage with the brand and spend more time with Hyundai vehicles.
For brands engaged in strategic partnerships, the campaign served as an example of how product integration is only the tip of the iceberg for creating awareness and engagement among target audiences. The most meaningful opportunities lie in additive, (versus interruptive) experiences, ones that feed off existing fan behavior and offer audiences a deeper dive into their areas of passion. It’s through this lens that fans will independently seek out what a brand has to say and actually want to join in on the conversation.