Hyundai Euro 2016 London FanDome: An Immersive 360 Audio-Visual Experience

Official Euro 2016 automotive partner Hyundai has unveiled an inventive, mammoth 360 audio-visual live experience space.

This immersive UK experience, built in London’s King’s Cross area, aims to host 45,000 supporters (1000 per game) for the tournament’s 45 matches and is centred around the world’s first live reactive 360-degree screen.

In fact, the entire 91-metre interior of the dome is surrounded by a system of giant wrap around screens which react in real-time to in-game action – from goals scored, red and yellow cards, penalty shootouts and national anthems – triggering audio-visual responses to those within the branded space.

Enclosing fans in what Hyundai describes as ‘Football Heaven’.

Hyundai UK has teamed up with iconic footballing hard-man Vinnie Jones as a brand ambassador to promote the space and inject his own particular, cultish character into the experience.

Jones fronts the initiative’s promotional creative, which is spearheaded by a video (rolled out on 18 May) introducing the space and urging fans to go online (http://www.hyundai.co.uk/FanDome) and book a free place in the dome

The former Wales and Wimbledon midfielder invites viewers to join up with his squad of tattooed cherubs in Hyundai’s Football Heaven.

https://www.youtube.com/watch?v=8HIftvLPtes

The initiative is, of course, supporting by plenty of social amplification much of which also features Jones-led content pieces.

Can’t make it to #EURO2016? That's ok, get to #footballheaven at the Hyundai FanDome https://t.co/HAMbfnS3lt pic.twitter.com/UJqTte9Uf1

— Hyundai Motor UK (@Hyundai_UK) May 19, 2016

.@Hyundai_UK to create immersive #Euro2016 fan experience – https://t.co/cTII2sPeWe #eventprofs #experiential pic.twitter.com/6wzhdhm8bw

— Event magazine (@Eventmagazine) May 19, 2016

https://twitter.com/Hyundai_UK/status/732878205250506754

The South Korea car company is also offering supporters inside the dome a chance to win three pairs of tickets to the Euro 2016 Final in Paris (including hospitality, accommodation and travel costs as well as the tickets) as part of its wider ticket giveaway.

Tweet a pic of you & your Hyundai & include #HyundaiUK to win a VIP trip to #EURO2016! https://t.co/LUWa4lXWr3 pic.twitter.com/fYgSlgvNaI

— Hyundai Motor UK (@Hyundai_UK) May 14, 2016

‘We are thrilled to be able to put fans first and share their passion for the sport by creating this innovative and truly unique football experience,’ outlines Hyundai Motor UK’s president and chief executive Tony Whitehorn.

‘We hope that for those who can’t get to France, this will be the best place to experience the matches.’

The Hyundai FanDome will broadcast 45 matches, beginning with the first group stage game on 10 June to the 10 July final and FanDome tickets need to be bought in advanced through the site or via Ticketmaster.

Comment

Whether it’s YouTube 360 and mobile-enabled virtual reality, or an immersive in-person physical experience, 360-degree work is already a key trend not only in contemporary football activation, but also right across the sports sponsorship leverage space.

The UK campaign strand is just one local market part of the car company’s multi-platform tournament sponsorship activation.

The umbrella leverage programme has stretched from its ‘Real Fans First’ global tournament concept and digital fan park (see case study), to its #HyundaiBracketPredictor game (launched with UEFA.com) which allows fans to make and compare predictions up until the day before the tournament kicks off. The player who finishes top of the overall leaderboard, as well as the top t10 competitors, will win prizes ranging from tablets, and smart watches to official match balls and other Euro 2016 merchandise.

While sister company and fellow tournament partner Kia is also activating around the event – such as its ‘Carry Your Dream’ ball carrier competition (see case study).

Links

Hyundai UK YouTube:

https://www.youtube.com/user/HyundaiMotorUK

Hyundai UK Twitter:

https://twitter.com/Hyundai_uk

@Hyundai_UK

Hyundai UK Facebook:

https://www.facebook.com/hyundaiuk

Hyundai UK Google+:

https://plus.google.com/u/1/+HyundaiMotorUK/videos

Hyundai UK Website:

http://www.hyundai.co.uk/