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Brief Published: 2 Nov 2012

Hyundai’s Pop-Up Hotel


South Korean carmaker Hyundai has introduced a pop-up hotel experience it described as “the world’s first five-star hotel room on wheels”. Hyundai invited fans to enter a Facebook competition to win a stay at the ‘hotel’ – a converted Hyundai i30 wagon. The publicity stunt, conceived by Dutch advertising company Fitzroy, was designed to showcase the car’s spacious interior.

The prize included accommodation in the rear of the vehicle, where the seats had been folded back to create a bedroom, shielded by blinded windows. A multimedia system and micro-fridge were also included, and guests were provided with custom bathrobes, slippers and towels. The car was parked at The College Hotel in Amsterdam, allowing guests to access room service and other hotel facilities.

Consumers enjoy playful, one-off experiences – see retail Industry Trend Power of Play for more. Creating a pop-up hotel is a good way to generate brand awareness and engage with consumers. Read more about how temporary spaces can be used as a marketing tool in Pop-Up Hotels.