Sonata Spotted
- Brand
- Hyundai
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- INNOCEAN USA
- With
- Jam3
Objective
Hyundai timed the site's launch to the debut of the redesigned, seventh-generation Sonata for 2015 and wanted a reason for visitors to linger on the car's US promo site rather than click away. INNOCEAN USA, Hyundai's North American agency, and production studio Jam3 built a lightweight guessing game as that hook, folding it into hyundaisonata.com instead of running it as a separate campaign. Framing the Sonata's rollout as a road trip let the car carry the story itself.
Solution
Inside the GAME section of hyundaisonata.com, the player rides along as a Sonata makes its way across the United States. Each round shows a view from somewhere on the route and asks the player to name the spot, picking between two similar-sounding options — Des Moines or Dallas, Bismarck or Bozeman — chosen specifically to make a quick guess easy to get wrong. Tapping an answer sends the car on to its next stop and brings up the next pair of look-alike city names. Rounds keep coming for as long as the trip continues, and the same game ran the same way whether it was opened on a desktop, a tablet, or a phone.
- 1
The game lives inside the Hyundai Sonata promotional website, accessed through a GAME section addressed by a hash link rather than as a standalone app.
- 2
The premise casts the player as a companion to a Sonata driving across America, with the goal of testing how well the player knows the country by identifying locations along the car's route.
- 3
Each round presents a stop on the route and a choice between two similarly-sounding U.S. cities, such as Des Moines or Dallas, or Bismarck or Bozeman; the player taps or clicks the one they believe is correct.
- 4
After each answer the journey advances to the next leg, and the player works through a continuous back-to-back sequence of these guessing rounds rather than a single question.
- 5
The same cross-country route and guessing game is playable on desktop, tablet, or phone, with the experience adapting to the device's screen.
