Acura Experiments with AR in Latest Marketing Campaign

Source: https://acuranews.com/en-US/releases/release-81753bf6ff386714eb6ea63954009125-action-speaks-louder-than-words-as-next-gen-acura-tlx-makes-television-debut-in-new-campaign

This week Acura released the new 2021 Acura TLX sport sedan. To promote the release, the auto company launched a new multi-channel marketing campaign branded “Break the Silence.” While the campaign spans many channels, the most unique element includes Acura’s foray into augmented reality, the first for an auto company. As part of its social media activation, Acura is teaming up with Verizon to release “Inside Track,” a mobile augmented reality driving experience where friends can challenge each other in tabletop driving games that take place in five different settings.

While Acura is hoping to reach a wide audience of consumers across different age groups through the campaign, the AR element is clearly targeting the younger, mobile-first clientele. This is not Acura’s first experiment targeting this segment. Earlier this year, Acura launched “Beat That,” a competitive mobile racing game, as part of a separate marketing campaign. As we continue to see the increasing importance of mobile in marketing campaigns, Acura is setting a good example of how brands can devise unique ways to reach and interact with mobile-first users. Brands need to not only embrace the importance of mobile in connecting with customers but also develop more creative ways to stand out.