Brand

Popfly, Hyundai Hunt for Creator, Offering Free SUV for Adventure Content

Published on August 29, 2025

Popfly, a platform connecting more than 10,000 creators with adventure brands, has partnered with Hyundai to enhance its search for a new Director of Influence. The selected creator will receive a year-long loan of a Hyundai Palisade XRT Pro SUV, along with resources to travel and create content across the United States.

“Creator marketing has transformed from a nice-to-have into a non-negotiable growth engine for brands operating in today’s digital landscape,” Taylor Hoekstra, founder and CEO of Popfly, said in a press release.

The full-time, remote role enables the Director of Influence to travel, collaborate with creators, and showcase adventures to marketers, social strategists, and outdoor enthusiasts. In addition to the Hyundai vehicle, the position includes a competitive salary, a monthly experience fund, premium content equipment, and health benefits designed for a nomadic lifestyle.

“When Hyundai reached out, we asked, ‘Why wait for our new hire to start?’” said Maren Hamilton, Director of Brand & Community at Popfly. “Let’s lock in their first brand partnership even before they officially join the team.”

For Hyundai, the partnership highlights its push into lifestyle-driven marketing. The Palisade XRT Pro SUV, positioned as rugged and road-trip ready, is tied directly to creator-led narratives of adventure, exploration, and mobility. Automakers have increasingly turned to creator marketing to reach younger demographics, with Toyota and Jeep sponsoring outdoor lifestyle influencers.

Application Process Underway

The partnership comes as influencer marketing continues to reshape the tourism industry. According to recent data, travel creators now rank as the third most consulted source for travel advice behind online travel agencies and friends and family, with 67% of social media followers considering them helpful. Platforms such as TikTok and Instagram are increasingly driving destination discovery, particularly for Gen Z and millennial travelers.

More than 500 creators have already applied for the position. Current Popfly creators are also pursuing various adventures, including exploring the Moroccan desert, backpacking across Asia, and ski touring in Norway.

The company encourages applicants from all backgrounds to apply for what they describe as “the ultimate creator gig.”