• by Tanya Gazdik , 85 minutes ago

Hyundai and Spotify are coming together for the “My City Unlocked” digital experience to promote the 2021 Hyundai Elantra.

Three emerging artists will create a curated virtual tour of their hometowns through audio and visual storytelling. Each artist will also delve into personal stories about their hometown with popular entertainment reporter Terrence J in a branded podcast, “Unlock My City With...,” available only on Spotify.

“My City Unlocked” invites Spotify listeners to join these artists through a series of podcasts, videos and annotated playlists that showcase personal stories and inspiration from their hometowns. It will be accessible through a co-branded digital and mobile experience, hyundai.withspotify.com.

Hyundai has run ads on the platform previously, but this is a first-of-its-kind campaign partnership, says Angela Zepeda, chief marketing officer, Hyundai Motor America.

“Music is a great way to reach our Elantra target audience -- young (and young-at-heart) creative connectors,” Zepeda tells Marketing Daily. “The overall Elantra marketing campaign is all about facilitating unique experiences. ‘My City Unlocked’ gives music fans a closer look at their favorite artists as they provide a tour of their city with guided podcasts and playlists. The seamless technology integration of Elantra is also very important for this audience and this is one way we are showcasing those capabilities.”

The campaign will be promoted through a variety of digital and social media activity. It was developed and produced by Hyundai AOR Innocean along with Spotify’s in-house Creative Solutions team.

The artists are Miami-based Lauren Juaregui, who has collaborated with some of the world’s biggest artists and producers, sold millions of records worldwide, and has amassed millions of global streams.  Amber Mark, New York, was nominated for “Best Engineered Album” at the 61st Annual Grammy Awards in 2019. Finally, Los Angeles-based Gryffin is most known for remixing some well-known songs such as Tove Lo’s “Talking Body,” Maroon 5’s “Animals” and Years & Years’ “Desire.”