May 19, 2024

Thrive Insider

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Gamers and Streamers Test the Hyundai Tucson’s Security System During a GTA Mission

In a surprising turn of events that sparked enthusiasm and curiosity alike, gamers and streamers found themselves test-driving the Hyundai Tucson within the high-octane world of Grand Theft Auto (GTA). Hyundai, the multinational automotive manufacturer, cleverly incorporated its latest Tucson model equipped with the advanced SmartSense system into the MVD City environment of the exclusive GTA FiveM customized server.

This intriguing event, aptly named “The Uncrashable Tucson,” was the brainchild of the agency From, creatively led by Marcelo Waintraub, and Alpha Kings, a community specializing in creating gaming experiences for Latin America. Their collaborative efforts offered a unique opportunity for gamers and streamers worldwide to test Hyundai’s innovative security system in a virtual but intensely realistic setting.

The Hyundai SmartSense is a cutting-edge system comprising numerous sensors and driving assistants, all meticulously designed to ensure maximum driver safety. Instead of merely presenting these features through traditional marketing, Hyundai chose a more immersive approach. Gamers and streamers got a first-hand experience of the Tucson’s safety features during various game missions, which were meticulously crafted to demonstrate the real-world capabilities of the SmartSense system.

The interactive test drive unfolded in a series of missions, set in the adrenaline-pumped environment of GTA, usually characterized by its reckless driving and outlandish stunts. Instead of conforming to the norm, Hyundai highlighted the importance of safety in driving, providing a stark but engaging contrast to the traditional game missions.

The unconventional approach adopted by Hyundai underscores the potential of video games as platforms for interactive product demonstrations. It also enabled the company to connect with a younger, tech-savvy demographic in a manner that was both novel and engaging.

From agency, renowned for its out-of-the-box thinking and strategic creativity, has worked with several high-profile clients, including Hyundai, PedidosYa, Chery, and AB Inbev, among others. In collaboration with Alpha Kings, they have now set a new precedent in bridging the gap between gaming and real life experiences.