Hyundai will have activation spaces at the Super Bowl Experience driven by Genesis, an interactive NFL "theme park" in the Minneapolis Convention Center. Alongside the Hyundai activation, guests can experience the NFL in virtual reality and pose for photos.
Hyundai will also have a presence at Super Bowl Live, a free fan festival hosted at Nicollet Mall in downtown Minneapolis, which will feature live music. Hyundai is also bringing to the city approximately 275 vehicles, which will serve as transportation for teams, staff, volunteers and other local groups. Agency Advantage is managing the Super Bowl activations for Hyundai.
Hyundai is the offical car and SUV of the NFL; its Super Bowl campaign, which also includes in-game advertising, aims to communicate its 'Better Drives Us' philosophy and showcase the brand's newest vehicles. Super Bowl LII takes place on 4 February at US Bank Stadium in Minneapolis.