Challenge: Change perspective of luxury car buyers who may not position the Acura TLX in same category as comparable Lexus sports sedans.
Solution: Design an influence marketing campaign (#TLXExperience) – including the acquisition and management of national influencers (who drove competitive vehicles) – to generate first-hand experiences and recommendations across multiple platforms. Working with Integrated Auto Experience, influencers were flown to a race track, paired with professional race car drivers, and allowed to put the Acura TLX through its paces in various road tests, culminating in an on-course race. Fitbits were worn by influencers to track their heartbeats while experiencing the TLX on the track, the results of which were incorporated into a variety of videos that showcased thrill of the ride.
Results: Event resulted in approximately 3,000,000 Canadian impressions over the course of the one-day event, $124,200 in earned media, and converted influencers to Acura customers.