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As drive-thru consumer events become an experiential marketing norm, Hyundai recently created its own in Los Angeles to spotlight multigenerational Latinx artists.
For Hispanic Heritage Month, the auto brand partnered with Gabriela Ortega, chief curator of the Museum of Latin American Art (MOLAA) and nonprofit Art of Elysium (AoE), to create nine installations for a drivable experience.
The event, titled Driven: A Latinx Artist Celebration presented by Hyundai, ran Oct. 1-4 at the Hollywood Palladium Theater. The event was free for consumers, requiring an online RSVP to get tickets for specific time slots.
“Driven was created as a safe and immersive environment that explores what drives Latinx artists to create, and to showcase the influence their cultural legacy has on the city of Los Angeles,” said Angela Zepeda, CMO at Hyundai Motor America, in a statement.
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