Hyundai has presented its new season billboard content for New York's Times Square, one of the world's busiest commercial districts.
Dubbed the Live Image Show, Hyundai connected cameras to its main outdoor billboard at Two Times Square, allowing people to capture and project live images of themselves on to the billboard.
The billboard then displays an image of the subjects in Hyundai vehicles travelling through an animated visual version of New York.
The cameras perched atop the TKTS ticket booth (the famous Red Stairs) in Times Square, unlike previous wide-angle shots which captured random people, the Hyundai cameras zoom up close on a select handful of people.
"Times Square is one of the world's most famous tourist spots, where people, including our customers, travel from afar to create unforgettable moments," says Won-Hong Cho, chief marketing officer at Hyundai in Seoul.
"We wanted to create a special moment for our customers at this special venue - a brilliant moment."
The Live Image Show is Hyundai's second project using its spectacular billboard. Hyundai launched the interactive billboard in New York last year with Hyundai Race, allowing people to connect their smartphones to Hyundai's billboard and play a racing game live.
Hyundai will continue to create more content for its interactive billboard, including personalised short films.
New York's Times Square is a global landmark and considered to be one of the world's busiest commercial hubs.
About 1.5 million people are estimated to pass by on a daily basis and 550 million visit each year. The Two Times Square building, where Hyundai secured advertising space in October 2009, is one of the most coveted advertising spots in the world.