Acura Targets Millennials With #ILX2016 Social Media-Based Music Campaign
Car company Acura teams up with 8 musicians to create a custom soundtrack representing the 2016 ILX's 8-speed dual-clutch transmission.
To introduce the new 2016 ILX to millennials, Acura (working with Razorfish) collaborated with eight musical artists, each of whom created a customized music track to align with the vehicle’s eight-speed dual-clutch transmission.
The eight artists are Kisses, Bear in Heaven, Spazzkid, Starro, Plastic Plates, Bit Funk, Walla and Amtrac.
The Tumblr page also houses a curated selection of social media activity around the campaign hashtag, #ILX2016.
Of their participation in the campaign, Walla said:
When Acura approached us about creating a custom piece of music for the launch of a car, we immediately responded to the idea. The idea that we’re giving ILX consumers a custom package of sounds that represent the experience of driving the ILX shows that Acura really understands and cares about the needs and wants of their customers.
The brand has been promoting the campaign on Facebook and Twitter:
The program, which launched last week and runs through March 31, will culminate with the release of a short video with a remix of all eight tracks along with footage of the ILX. In addition, the eight artists involved in the campaign will post on their own social channels to promote the songs and the launch of the car.
Of the thinking behind the campaign, Acura Social Media Marketing Manager said:
We were looking for a way to demonstrate the ILX’s features in a meaningful and engaging way to today’s luxury car-buying Millennials. With this campaign, we created dynamic content that enables consumers to experience the lightning-quick acceleration and overall emotional connection to the car, featuring its 8-speed dual clutch transmission through these eight songs. I think our buyers are going to be surprised and delighted.
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