JUN. 20 - 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 the Acura Brand Manager. "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 invited to these concerts taking place in Chicago, Los Angeles, New York, Philadelphia and San Francisco 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, including:
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."
CB77 wrote: "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 the Acura Brand Manager.
Shit, Acura can't even meaningfully engage with its past and current customers!
Ultima wrote: Move along folks, Acura's marketing at work here, nothing to see.
Heh. You know, I always thought that the trick was to use some catchy, interesting music in your ads. Get ahead of the curve. Then that gets people interested in the band. (See Apple and Ipod/Itunes).
If you have to do some major cross promotion and announce it everywhere, you're kind of defeating the purpose. Instead of, "Hey, I like that song, what's this commercial for?" or "That's kind of cool", you end up with, "That company is just trying to play on my musical tastes in a cynical attempt to trick me into liking their product".
Authenticity is a big part of successful marketing and advertising these days. As you go for younger and younger demos, your targets become increasingly cynical and sensitive to efforts try and masquerade as something they like, rather than just being what you are.
Ultima wrote: Move along folks, Acura's marketing at work here, nothing to see.
Heh. You know, I always thought that the trick was to use some catchy, interesting music in your ads. Get ahead of the curve. Then that gets people interested in the band. (See Apple and Ipod/Itunes).
If you have to do some major cross promotion and announce it everywhere, you're kind of defeating the purpose. Instead of, "Hey, I like that song, what's this commercial for?" or "That's kind of cool", you end up with, "That company is just trying to play on my musical tastes in a cynical attempt to trick me into liking their product".
Authenticity is a big part of successful marketing and advertising these days. As you go for younger and younger demos, your targets become increasingly cynical and sensitive to efforts try and masquerade as something they like, rather than just being what you are.
SC
Totally agree!
There was a commercial for Ontario Media Development Corp's a while back. Song was catchy and made me seek out the artist.
Liked it so much that I went out and bought the Metric CD...so at least that marketing worked I guess.
Just listened on iTunes. I like it too. I am a Gen-X member. One of the songs is 'Speed the Collapse'; theme song of current Honda management? 'Dreams So Unreal' about upcoming drivetrains? 'The void' about a RWD sports sedan? 'Clone' about the ILX/Civic?
Ultima wrote: Move along folks, Acura's marketing at work here, nothing to see.
Heh. You know, I always thought that the trick was to use some catchy, interesting music in your ads. Get ahead of the curve. Then that gets people interested in the band. (See Apple and Ipod/Itunes).
If you have to do some major cross promotion and announce it everywhere, you're kind of defeating the purpose. Instead of, "Hey, I like that song, what's this commercial for?" or "That's kind of cool", you end up with, "That company is just trying to play on my musical tastes in a cynical attempt to trick me into liking their product".
Authenticity is a big part of successful marketing and advertising these days. As you go for younger and younger demos, your targets become increasingly cynical and sensitive to efforts try and masquerade as something they like, rather than just being what you are.
SC
Totally agree!
There was a commercial for Ontario Media Development Corp's a while back. Song was catchy and made me seek out the artist.
Liked it so much that I went out and bought the Metric CD...so at least that marketing worked I guess.
That's a catchy song, looking into more from them. It's funny, the music from Kate's Civic commercial also caught my ear.
Neil, if you believe Howe/Strauss generational theory, the Millennials will save us all. All they need is a crisis on the level of the Great Depression and WWII to prove their metal. They are to be the next "Greatest Generation" according to them.
![[home]](http://sohc.vtec.net/elem04/home.gif){kind=small}
![[rumors and news]](http://sohc.vtec.net/elem04/rumors.gif){kind=small}
![[model release matrix]](http://sohc.vtec.net/elem04/newmodelreleasematrix.gif){kind=small}
![[dealer network]](http://sohc.vtec.net/elem04/dealernet.gif){kind=small}
![[desktop calendar]](http://sohc.vtec.net/elem04/calendar.gif){kind=small}
![[exhaust notes]](http://sohc.vtec.net/elem04/exhaust.gif){kind=small}
![[tov forums]](http://sohc.vtec.net/elem04/forums.gif){kind=small}
![[links]](http://sohc.vtec.net/elem04/links.gif){kind=small}
![[search]](http://sohc.vtec.net/elem04/search.gif){kind=small}
![[sponsors]](http://sohc.vtec.net/elem04/sponsors.gif){kind=small}
![[garage]](http://sohc.vtec.net/elem04/garage.gif){kind=small}
![[login]](http://sohc.vtec.net/elem04/login.gif){kind=small}
