SEOUL -- Hyundai Motor, a leading carmaker in South Korea, will host a virtual event showcasing the new model of its mid-size sport utility vehicle Tucson through joint work with SM, a domestic entertainment powerhouse, using augmented reality and extended reality technology
The online event will be a performance by a K-Pop artist using SM's digital concert live-streaming platform called "Beyond LIVE" that allows artists and fans to communicate in real-time, Hyundai said in a statement on October 28, adding the event is designed to tell a compelling musical story about Tucson while providing an immersive, engaging experience for the audience.
Extended reality (XR) refers to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables.
Hyundai said that the virtual showcase to be live-streamed on November 1 targets Millennials and Generation Z consumers who rely on online platforms for news, information, shopping and entertainment. Tucson will be integrated into an AR-enhanced musical story about an ordinary person played by Kai, an EXO member who rediscovers his sense of adventure while traveling in a fantastic space.
"Due to the pandemic, digital entertainment content is getting more popular around the world," said Hyundai Motor's global chief marketing officer Chong Won-hong. "By working with SM Entertainment, Hyundai is leveraging the latest digital technologies to present a uniquely immersive experience befitting the innovative all-new Tucson."
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