DYV in Detroit, a first-of-its-kind digital media and experiential advertising platform startup, has launched what it calls the world’s first immersive car wash experience.
The new digital medium fuses retail, entertainment, technology, and advertising inside a space people visit often.
DYV partnered with owners John and Michele Massoud of Metro Auto Wash, a family-owned car wash in Sterling Heights, to debut the new platform.
Together, they’ve transformed a traditional car wash tunnel into an immersive, sensory-driven media environment that delivers a sense-heightening audio and visual experience.
“We’re creating an entirely new category at the intersection of the $34 billion car wash industry and the $20 billion digital-out-of-home advertising industry,” says Sam Mass, founder and CEO of DYV.
“For decades, until right now, car wash tunnels have been overlooked physical spaces. We’re turning them into dynamic, storytelling environments that engage consumers and unlock an entirely new medium for brands.”
The DYV platform enables brands to integrate their messaging into themed, story-based scenes that engage customers during a captive moment — a previously untapped advertising context with minimal distractions and full sensory experience.
DYV offers car wash operators differentiation and new revenue streams in a highly competitive market, while giving advertisers access to one of the most underutilized yet high-frequency real-world channels.
Following its first installation, DYV is preparing for broader rollout opportunities with strategic partners in 2026 and beyond.
For more information, visit dyvusa.com.
