Hyundai uses music film to pitch Veloster
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Hyundai has tried its hand at a documentary film to help pitch the Veloster sporty coupe to young music fans.
Hyundai has underwritten a feature-length documentary film, Re:Generation, that follows five popular disc jockeys as they create and remix new songs inspired by various genres, including jazz, country and rock 'n' roll. For example, a Grammy-nominated DJ, Skrillex, worked with the surviving members of the 1960s rock band The Doors on a new song.
Clips from the movie, music videos based on the songs created by the DJs and the songs themselves are available on Hyundai-branded YouTube pages. The film has a Facebook page for comments, trailers and other promotional information. The film does not feature the Veloster, but the car was used by crew members during production and is seen in various behind-the-scenes clips available on YouTube and elsewhere.
The film and the social-media effort are examples of new marketing initiatives that automakers are using to target 20-somethings who shun traditional advertising.
"Oftentimes in this space you write a big check to a band, and they do a tour or something like that, and we actually became a part of the creative process," said Steve Shannon, vice president of marketing for Hyundai Motor America.
"You have to appeal to this target in a very genuine way. They tend to be very light TV viewers but huge consumers of digital media."
According to Hyundai, Re:Generation videos on Hyundai YouTube pages have gotten 4.6 million views since the first materials were posted in mid-November.
Hyundai says the film will have a one-day run at theaters on Feb. 16 in 25 U.S. cities. It also says it is negotiating with TV and digital-distribution outlets. Shannon said Hyundai has submitted the film for consideration to various film festivals.
You can reach Ryan Beene at rbeene@crain.com. -- Follow Ryan on 
