Hyundai sponsors live celebrity game show on Twitch

• Hyundai announced it is the presenting sponsor of a new live game show on Twitch called “Celebrity Yard Sale,” per information shared with Marketing Dive. 
• During the two-episode show, celebrities will show off some of their possessions, which fans can win by correctly guessing each item’s cost. However, the price is determined by “The Appraiser,” comedian and writer Eva Anderson who determines what each item is worth based on her own personal interest.
• Also during the program, celebrities will compete in games hosted by comedians Paul Scheer and Rob Huebel. Activities include “Wrap Battle,” “Is This a Lifetime Movie?” and an additional secret segment. The show will culminate with one viewer winning a 2023 Hyundai Tucson Limited.

Hyundai’s latest foray into pop culture comes in the form of a Twitch sponsorship. “Celebrity Yard Sale,” from the Brand Partnership Studio within Twitch Ads, premiers on the channel FriendZone at 9 p.m. EST Dec. 16 with the final livestream beginning at 7 p.m. EST the next day. Celebrity guests include actors from shows and films, including “Welcome to Chippendales,” “The Daily Show,” “Nailed It,” “Grand Crew,” “Jackass” and “Star Trek: Lower Decks.”

The Twitch media play comes as Hyundai seeks to reach young buyers, especially as supply chain issues begin to resolve. Twitch has become a go-to for many marketers looking to connect with this key demographic.

The Amazon-owned platform, for its part, has also made significant attempts to court advertisers and talent alike, along with diversifying its programming. While Twitch is usually associated with video game streaming and commentary, efforts have been made to expand its purview.

“We’re a brand that’s evolving,” said Angela Zepeda, CMO of Hyundai, in a press statement. “With Twitch, we’re reaching a younger audience that is a little more technologically savvy and the service is ideal for innovative content creation.”

Outside of the Twitch partnership, recent efforts by Hyundai include a Netflix tie-up and a Spider-Man collaboration. The automaker is not the only member in its category investing more in Twitch. Honda and Lexus are among the other car brands making more ambitious attempts to crack the Twitch formula.