Hyundai, eYeka tap consumers for global Veloster launch

The car manufacturer is working with eYeka to target its global network of creative consumers to help it communicate 

In the competition, which closes on 26 June, consumers are asked to create 30 to 60 second videos or animation in line with the theme 'Challenging conventions for the better'.

The competition focuses on 10 key markets, including the USA, France, Germany, Brazil, Spain, Italy, China, the UK, Singapore and Malaysia. The content produced will support global and local digital and marketing initiatives to 'build excitement and create buzz' around the Veloster coupé. The creators of the best video will win a Veloster of their own with cash-prizes for the runners-up.

Alexandre Olmedo, co-founder of eYeka, said the eYeka network was more focused than other crowdsourcing initiatives. “Many automotive brands have already experimented with crowdsourcing from the general public, with mixed results so we are thrilled to help an innovative car brand like Hyundai to shift gear towards real co-creation by creative consumers, focusing on quality and innovative content”.

June Cha, overseas communication team head at Hyundai, said both the Veloster and the consumer co-creation project were in line with the brand's new slogan 'New thinking. New possibilities.'

"We are excited about this concept of collective intelligence and looking forward to people’s passionate works about our new car, Veloster.”