Hyundai has turned its Times Square video billboard into a giant cinema-sized gaming centre, as a part of the promotional campaign for its new Veloster sports hatch.
Visitors eager to take the virtual Veloster for a spin can download the Hyundai Race from the iPhone App Store (sorry Android, Windows and Blackberry fans).
Connecting to Hyundai's wireless network in Times Square, the app can then display your race on the big screen. Hyundai says it will keep the campaign running for the next few days, and participants can log their scores on a running leaderboard.
A prize for the top-ranked player would be neat (perhaps a free Veloster?), but Hyundai has offered no details on that front.
The big screen option is limited to visitors to Times Square of course, so if you're in Australia, you'll need to either jump a plane right now, or "make do" with playing the game on your iPhone.
Veloster in Australia
The Veloster will make its Australian sales debut in February, powered by a 102kW four-cylinder petrol engine. A 152kW turbocharged version is scheduled to debut sometime after launch, although dates have not been confirmed.
TMR will be at the Australian launch of the Veloster, watch for our 'first drive' review.