Week of August 22, 2016

Image Source: http://www.techspot.com/images2/news/bigimage/2016/08/2016-08-22-image-20.jpg

Amazon Prime Now recently announced a partnership with Hyundai Motor America to launch an on-demand test drive program in LA/Orange County the next two weekends.

Image Source: http://cloudlakes.com/data_images/gallery/hyundai-elantra/hyundai-elantra-07.jpgSource: http://adage.com/article/cmo-strategy/hyundai-rolls-amazon-prime-test-drive-program/305525/

The promotion will allow Hyundai shoppers to schedule a 45-60 minute test drive for the 2017 Hyundai Elantra. According to Hyundai, the cars will be delivered to any type of location through the app. If test-drivers wish to buy the car, they will be directed to a local dealership.

Amazon Prime Now is an app that was released last year that offers Amazon Prime users free two-hour delivery service with one-hour delivery available in some major cities for $7.99 including nights and weekends. The web version of the service launched earlier this year.

Image Source: https://pri-menow.amazon.com/on-

board?sourceUrl=%2F

In order to promote the weekend event, Amazon and Hyundai will be running digital ads to along with the campaign.

Ads will appear on Amazon.com as well as other non-disclosed sites.

Source: http://adage.com/article/cmo-strategy/hyundai-rolls-amazon-prime-test-drive-program/305525/

In order to compete in an already competitive marketplace, Hyundai aims to reach more consumers by making it easy and cool to request a test drive in a 2017 Hyundai Elantra.

The promotion follows an announcement made by Hyundai and Amazon earlier last week that the new Genesis G90 will have remote control start via Amazon Echo. Hyundai is the first car company to formally introduce this new integration.

Source: http://fortune.com/2016/08/19/amazon-prime-now-hyundai/

Meanwhile, Amazon gets an ideal opportunity for a re-launch of the service through an innovative idea that is sure to catch attention among its ideal market.

What this means for brands:

What this means for marketers:

Brand partnerships can be powerful. Hyundai has an opportunity to test out an offering that particularly appeals to its ideal market while satisfying a consumer need, all promoting its new Elantra 2017 in a way no car company has ever released a new model. Meanwhile, Amazon gets to pull off a huge stunt to reenforce its dominance in the product delivery space.

The rollout of the Amazon-Hyundai promotional event is sure to gain quick attention. It is a heads up to the rest of the world of the types of technological integrations that are going to be possible in the future. In an ever-competitive car marketplace, brands are going to need to go big in order to gain attetion and re-engage consumers.