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FOUNTAIN VALLEY, Calif. — Hyundai is using the power of peer influence as the crux of the new advertising campaign it rolled out on Thursday.

The impact consumers have on one another when it comes to vehicle purchasing decisions can be quite strong, something Hyundai bore in mind when it crafted the "Uncensored" campaign.

Hyundai created six 30-second ad spots that feature "unscripted, unedited remarks" from consumers following their test drives of vehicles in the Korean automaker's lineup.

Hyundai compiled the consumer comment material for these ads through a mall tour in May and June that went from Atlanta to Chicago to Los Angeles.

Accompanying these ads are digital, radio, social-media, experiential, customer relationship management and point-of-sale elements, officials noted.

"Hyundai 'Uncensored' was born out of the insight that consumers are most influenced by other consumers, so we captured totally organic conversations from people inside our cars and packaged them into an integrated campaign," explained Chris Perry, vice president of marketing, Hyundai Motor America.

"Going one step further, we're giving consumers the opportunity to drive our cars and tell their friends about the experience through social media components of this campaign," he added.

Also emphasized in the spots will be the "peace of mind" that Hyundai Assurance brings.

The ads will run on network and cable TV. There will be outtakes available for viewing on the automaker's YouTube channel by the middle of July.

Continuing on to the experimental campaign, two strategies compose these efforts. As the initial leg of the campaign, the automaker is giving a 2011 model-year Sonata each to 125 non-Hyundai sedan owners, who will have the vehicles for 30 days.

These consumers will upload their comments on the vehicle to the automaker's Facebook, and these will appear "unscripted and unedited."

Then Hyundai is conducting a "ride-and-drive" across several cities. Under this part of the campaign, there will be a video booth for consumers to record their thoughts about their experience test driving the vehicles. Then they can upload these videos to their own personal Facebook pages.