Steve Peters

Immersive Experience Design

imagine dragons Destination unknown: a hyundai tucson experience

Hyundai asked creative agency Greenlight Media and Marketing to change the way people experience music and the all-new Tucson SUV. So with support from iHeart Radio, I and my team designed and produced a once in a lifetime scavenger hunt and secret concert in Los Angeles featuring the platinum-selling band, Imagine Dragons. Superfans were hand selected by the band, driving Hyundai Tucsons to popular sites and hidden gems around LA, solving clues that eventually revealed the location of the secret concert. Fans were treated to an intimate acoustic Imagine Dragons show at the legendary and just re-opened Clifton's Cafeteria. The concert was broadcast live in Times Square and streamed through iHeart Radio's stations and websites.