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.
Currently, the tracks are available for download on a campaign-specific Tumblr page and from a SoundCloud playlist page.
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:
We teamed up with 8 artists to create a playlist based on the 8- gear progression of the #ILX2016. Kisses starts us off in 1st gear: http://acura.us/ILXPlaylist01
Posted by Acura on Wednesday, March 18, 2015
8 artists teamed up to create a very special playlist based on the 8 gear progression of the #ILX2016. We present the fast paced #6 from Bit Funk: http://acura.us/ILXPlaylist06
Posted by Acura on Tuesday, March 24, 2015
Cruise through 5th gear with track #5 of the #ILX2016 8- Speed Playlist from Plastic Plates.Listen and download here: http://acura.us/ILXPlaylist05
Posted by Acura on Monday, March 23, 2015
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.
Friends… we recorded a new song for the Acura #ILX2016 8-Speed Playlist.soundcloud.com/bear-in-heaven/only-ally-ilx-2016-8-speed-playlist
Posted by Bear In Heaven on Thursday, March 19, 2015
Posted by Kisses on Thursday, March 19, 2015
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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About The Author
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.
(Some images used under license from Shutterstock.com.)
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