Mashup meets social netowrking meets Survivor

Hyundai unveiled an interesting "Mash and Seek" ad campaign recently. Registered users can post their pictures on the site. 16 pictures will be chosen at random and used to create a mashup collage of four pictures each (go to www.mashandseek.com to see what I mean). The people in the winning pictures then must find each other, and the four that find each other first each win new Hyundai Elantra's. Othe "mash and seek" puzzles will be available throughout the contest (presumambly mashups of celebrities and the like).

Seems like a rather odd way of selling cars which, we must remember, is what Hyundai is supposed to be doing. Nevertheless, it seems clear they're thinking about how to engage the consumer upfront and are developing a "hip" image in the process (believe me, I know how "unhip" I am to be using a word like "hip")