Indie rock band Metric headlines Acura ILX campaign
(June 25, 2012) TORRANCE, Calif. — 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 kicked off in mid-June closely following the on-sale of the ILX and to celebrate Metric's 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 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.
"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."