Acura is collaborating with Indie rock band Metric as part of the marketing campaign developed to support the debut of the 2013 Acura ILX, the all-new compact luxury sedan that serves as the gateway to the Acura brand. Built around Metric, whose evocative tracks have been featured in several popular TV programs and films, Acura has planned an extensive experiential marketing and digital program to reach Gen Y customers who are now entering the luxury automotive marketplace.
“This first-of-its-kind Acura integration allows the brand to meaningfully engage with a band that is recognizable and favored among Gen Y,” said Acura Brand Manager Susie Rossick. “This unique program gives us a unique opportunity to tap into the interests of this younger audience and introduce the all-new ILX as the gateway to the Acura brand.”
Working in collaboration with the music and creative marketing firm Mirrored Media, the program with Metric kicks off in mid-June closely following the on-sale of the ILX and to celebrate Metric’s highly anticipated new album, Synthetica.
Acura also will work with radio stations nationwide to present five major-market, invite-only Metric concerts from June through September, which will feature a visually stunning, state-of-the-art projection mapping art installation using the ILX as the focal point. Images will be projected onto the windows of the ILX and will appear to be happening inside the vehicle. Select Acura owners will be invited to these concerts taking place in Chicago, Los Angeles, New York,
Philadelphia and San Francisco and will receive the unique opportunity to hear Metric perform their new album live before anyone else. Concertgoers also will have access to an exclusive Metric track after checking in to Foursquare or Dropp.
Fans will get access to exclusive content and sweepstakes on Acura and Metric’s Facebook pages:
- A second exclusive Metric track
- Exclusive videos from the invite-only concerts and the national tour
- “Very Important Passenger” sweepstakes—fans can win a unique concert experience for two including a meet-and-greet with the band and ILX shuttle service
- Sweepstakes opportunity to win an all-new ILX
“The collaboration between Metric and Acura was a refreshing change from the typical corporate approach,” said Metric Manager Mathieu Drouin. “Together, we created an organic music alignment which benefits both parties, but in particular the fans. It’s a win-win.”
Sleek and sporty, the Acura ILX features three powertrain options including Acura’s first-ever gas-electric hybrid. With a starting price of $25,900, the ILX offers remarkable value on a luxury scale with robust feature content and premium appeal. Standard features include a Keyless Access System with smart entry and pushbutton start, Pandora® internet radio interface, SMS text message, power moonroof and Bluetooth® HandsFreeLink®.
About Acura
Acura offers a full line of technologically advanced performance luxury vehicles through a network of 272 dealers within the United States. The Acura lineup features seven distinctive models including the RL luxury performance sedan, the TL performance luxury sedan, the TSX Sport Wagon and sedan, the ILX compact luxury sedan, the RDX luxury crossover SUV, the MDX luxury sport utility vehicle and the ZDX four-door sports coupe.
About rp
rp is a full-service marketing communications division of RPA, headquartered in Santa Monica, Calif. Established in 2008, rp has been responsible for the development of all Acura National, Regional, Online, Direct Mail and Event Marketing communications. For more information, visit http://rp-and.com/.
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