Turning Branding Into Prime-Time Entertainment

Hyundai’s leap into branded entertainment with The Big Trip broke new ground, delivering better ratings than typical prime-time TV shows. But it wasn’t all smooth sailing. Hear firsthand from the creators behind this bold campaign, as they discuss the challenges, missteps, and ultimate triumphs of turning a brand into a must-watch TV experience. This session will dive deep into what went wrong before it went so right, and explore the evolving role of branded content in today’s entertainment landscape. Join the panel for an eye-opening discussion on how branded content can not only capture attention but also redefine what’s possible in advertising.