Paris, 4 November 2018. Lagardère Plus, the company of Lagardère Sports and Entertainment that provides consulting and activation services to advertisers, is proud to join Hyundai Motor France with the launch of ‘l’Accélérateur by Hyundai’, a race in which all spectators can compete against each other and which is broadcasted live in the Groupama Stadium.

The ‘l’Accélérateur by Hyundai’ concept:

Open to all spectators, this virtual race takes place via the Groupama Stadium app. Before each Olympique Lyonnais home game, the stadium speaker gives the go-ahead and the participants take part in a sprint to the finish line.  To move their vehicle, they have to tap their smartphone as quickly and regularly as possible.  The race is broadcasted onto the big screens. The race winner is escorted with a person of their choice to the Hyundai VIP seating area at the edge of the pitch, where they will be as close as possible to the players.

The  ‘l’accélérateur by Hyundai’ was launched on 3 November at the Groupama Stadium during a match between Olympique Lyonnais and FC Girondins de Bordeaux.  This activation, which has been developed through the collaboration of Hyundai Motor France, Olympique Lyonnais, Lagardère Plus and Hobbynote, will be around throughout the entire Ligue 1 Conforama season. It also allows Hyundai, which has been a premium sponsor of Olympique Lyonnais since 2012, to add value to the #HyundaiExperience tool, which brings together several activities for fans during each of the club’s games at the Groupama Stadium (http://hyundaiexperience.fr/).

See images from the launch of the activity at the Olymique Lyonnais-FC Girondins de Bordeaux game.

Lionel French Keogh, CEO of Hyundai Motor France, says: This innovative and highly entertaining activation adds quality to our presence, which is already very strong, at the Groupama Stadium.  It is adding value to the brand experience which we have been developing since 2012 within Olympique Lyonnais’ stadium and locally with fans, but also on a national level by reinforcing the credentials of the Hyundai brand in football.

Cyrille Groll, Business Development Director at l’Olympique Lyonnais says: ‘This new interactive gaming activity offered by Hyundai and Olympique Lyonnais, with the technical support of teams at Lagardère Plus and Hobbynote, demonstrates the quality of technology and the expertise of the Groupama Stadium.  It is a formidable digital backdrop that constantly strives to reinvent and enhance the spectator experience.’

Hervé Bodinier, Executive General Manager of Lagardère Plus, says: ‘We are very proud to be joining Hyundai in activating its partnership with Olympique Lyonnais.  This strategic activation allows us to show off our expertise in the world of football and offers the agency a wonderful opportunity to highlight its digital expertise and our ability to engage fans.  Through this tool, which is the first digital experience in a European stadium, we are asserting our leadership in the activation of brands that sponsor football.’

Pierre Berghof, CEO of Hobbynote, says: ‘Joining Lagardère Plus and Hyundai to roll out this activation is a huge source of pride for us.  This innovative and entertaining tool pushes technological boundaries.  It’s a real first which ultimately gives supporters a digital experience within a stadium.’