Hyundai Future Adventure

Objective

Hyundai sought to deepen engagement with Gen Z and Alpha generations by bringing its vision of future mobility to Roblox. Building on their 2021 presence, the company evolved their experience to showcase key strategic pillars—robotics, electric vehicles, hydrogen energy, and advanced air mobility—through interactive gameplay designed to build long-term brand familiarity among young players.

Solution

Hyundai redesigned their Roblox presence as an obstacle course featuring six themed jump-action challenges centered on future mobility technologies. Players navigated challenges showcasing IONIQ electric vehicles, hydrogen fuel technology, Boston Dynamics robotics (Spot and Atlas), and advanced air mobility concepts. Digital avatar customization with branded items—including the service robot Dal-e and N Vision 74 concept vehicle—were available for purchase on the Roblox Marketplace. The experience launched January 15, 2024, with an open beta preview at CES on January 8, reportedly with MMA Global partnership involvement.