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badasssss
 

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Clutch Dump of Death!!!
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bout time Acura started advertising outside of the traditional avenues. Sweet looking TL BTW
 

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Discussion Starter #11
Video


Acura is continuing its partnership with Marvel Studios with the recent unveiling of the 2012 Acura S.H.I.E.L.D. TL at this year’s MegaCon.

Acura has become the official vehicle of the “extra-government intelligence and security organization” called S.H.I.E.L.D.(Supreme Headquarters International Espionage Law-enforcement Division).

The car displayed at Megacon featured a sleek black 2012 Acura TL equipped with flashing lights, S.H.I.E.L.D. logos, and a “Roof-mounted Sound-Cannon a.k.a. The Hulk Buster”. Along with other standard features, the vehicle was priced out at $227,085.00(vehicle not actually for sale).

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^ That's a good price, considering the stuff your getting. Bullet proof tires, nightvision windshield, cloaking device...damn it makes night rider look bad lol :laugh:
 

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Discussion Starter #13
I Know, Right

bout time Acura started advertising outside of the traditional avenues. Sweet looking TL BTW
I always thought that Honda/Acura really missed the boat w/ the TransFormers movies. The Civic looked like it belonged & the Element would have been ideal to make into a shape-changing toy.
 

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Discussion Starter #16
Variety


With the release of films featuring Iron Man, the Incredible Hulk, Thor and Captain America, all roads are leading to next summer's launch of "The Avengers" -- and Marvel Studios is keen to bring its promotional partners along for the ride, offering the opportunity for the brands to appear not just in "The Avengers" but other comicbook hero pics down the line.

A little more than a month before Paramount and Marvel unleash "Thor" on May 6, Acura, Dr. Pepper, 7-Eleven, Visa and Burger King are prepping to roll out TV, radio and online campaigns that tie in their brands with the god of thunder's 1st outing at the megaplex. Walmart is a major retail partner.

All but Acura and Visa had backed previous Marvel releases in some form ("Thor" will be 7-Eleven's 8th teaming with a Marvel superhero).

Honda's luxury brand had been looking for projects that could get Acura in front of more moviegoers through the branded entertainment arm of ad agency RP&, a division of RPA, and its exec Steve Rossmann, a former Gersh agent. When "Thor" offered an automaker the chance to serve as the official wheels of spy agency S.H.I.E.L.D, Acura was quick to lock down its 1st film partnership.

"Getting to be the official car of S.H.I.E.L.D sold it for us," said Susie Rossick, Acura's national advertising manager. "To have that role in the film and in future films was attractive to us."

S.H.I.E.L.D, the secret government org that recruits Marvel's superheroes as a crime-fighting force, made cameos in the 2 "Iron Man" pics and "The Incredible Hulk." The group will play a larger role in "Thor" and future films, guaranteeing any automaker appearances in multiple franchises for years to come.

Acura especially gravitated toward a pairing with S.H.I.E.L.D due to the org's image of being advanced and innovative, aspects with which the automaker likes to associate itself.

The design of Acura's own shield-like front fascia on its vehicles and corporate logo was a coincidence, but didn't hurt seal the deal.

Car partners are "someone you need to spend a little more time thinking about," said Bob Sabouni, senior VP of business development and promotions for Marvel, which had previously landed Audi to serve as Iron Man's preferred carmaker. "It's something that gets noticed. You have to have the right car."

As a result of its deal, Acura's lineup of recently redesigned sedans and SUVs gets roughly 2 minutes of screen time in the pic, a considerable amount of exposure when it comes to product placement.

In return, Acura will help Marvel and Par promote "Thor" through the launch of a micro website that recruits consumers to become S.H.I.E.L.D agents, play games and design their own agency vehicle. It's also buying TV spots, print ads and installing signage and offering customers early screenings at its dealerships.

Acura is also touring a series of events like Chicago fanboy fest C2E2, Florida's MegaCon and the New York Auto Show with recruitment booths that will feature a S.H.I.E.L.D agent car with weaponry like a sonic canon.

In order to pull off the concept of turning each of its films into a chapter of an overall universe, Marvel said it needed to broker deals with brands that were "like-minded" and could be "dedicated to a plan" that embodies the characters and messaging of the films in programs "that is smart for both of us."

Sabouni said Acura has "bought into the concept and is having a lot of fun with it."

Separately, Dr. Pepper is buying TV, radio, online ads and setting up in-store displays to promote the 6 character cans it is producing for "Thor." It's targeting males with its core Dr. Pepper product and females with its diet and cherry varieties.

Burger King will have toy-filled kids meals worldwide, backed by TV and online ads. Visa Signature cardholders get exclusive movie ticket offers at Fandango.com, a move that Par and Marvel hope will help sell more tickets to the pic but also puts the film in banks, where studios can't normally market.

Meanwhile, 7-Eleven will offer up 10 different cups and other exclusive merchandise, as well as a Slurpee smartphone app at its stores, and a 3-minute behind-the-scenes video on the making of the movie, produced by Marvel. It's buying radio and online ads to tubthump the products to its core Slurpee buyer that tends to be male and under 24.

"Action-hero fans index high with Slurpee-lovers," said 7-Eleven VP and chief marketing officer Rita Bargerhuff.

Naturally, Marvel is creating exclusive digital comicbooks for its partners to distribute individually or providing some with exclusive footage.

"It's always important to give your partners a little corner of the movie,"
Marvel's Sabouni said. "We've learned how to do that over the years."

Doing so helps giving the bad news that a partner's products will be destroyed on film a little easier. In scenes, a 7-Eleven store and Acura's vehicles are obliterated by the villainous Destroyer.

"They definitely have allowed us to play a little bit more," Sabouni said.

Acura approved the destruction "because there wasn't anything wrong with the car," Rossick said. "They weren't the reason things were blowing up."

Given the amount of marketing coin Par is spending to promote "Thor," the pic doesn't necessarily need to generate more awareness with ticket buyers. But the ad efforts that promo partners are launching will help consumers learn about elements of the "Thor" characters and S.H.I.E.L.D org that they may not be familiar with.

Dr. Pepper's ads will stress Thor's strength, speed and ability to fly, for example.

"We provide activities that allow fans to engage in ways that are meaningful and fun, thus building more anticipation for the movie's release," 7-Eleven's Bargerhuff said.

Ads from partners start Friday and run through July 6.

Contact Marc Graser at [email protected]
 

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Discussion Starter #18
Thor Commercial


The comedian Jimmy Durante used to say, in mock exasperation, “Everybody’s trying to get into the act!” When it comes to marketers’ involvement in promoting summer movies, that certainly seems true.

A case in point is the Acura line of luxury cars sold by the American Honda Motor Company. For the 1st time, Acura is teaming up with a major studio film for a promotional sponsorship.

The film is “Thor,” due in theaters on May 6 from Marvel Studios, part of Marvel Entertainment, and Paramount Pictures, part of Viacom. The film brings to the screen the long-time Marvel Comics character Thor, who is played by Chris Hemsworth.

How does a premium-priced car fit into a summer popcorn movie? Well, the rationale is that Acura is the “official vehicle” of S.H.I.E.L.D., the worldwide peace-keeping organization in the Marvel Comics universe.

S.H.I.E.L.D. stands for Strategic Homeland Intervention Enforcement Logistics Division. In “Thor,” S.H.I.E.L.D. agents drive Acura models like the MDX, RL, TL and ZDX.

(Hmmmmm. Those model names sound like they would make nifty names for superheroes: “Look, up in the sky! It’s the amazing MDX!”)

“We knew that in the Marvel universe S.H.I.E.L.D. is a very high-tech, advanced organization, which is exactly what Acura embodies,”
Susie Rossick, brand manager for Acura national advertising, wrote in an e-mail.

Besides, “Thor doesn’t drive,” Ms. Rossick noted, so “the opportunity to be the official vehicle” of the peace-keepers “was very appealing.”

“Thor” was among several films that Acura and the branded entertainment division of rp&, its agency of record, had been considering for potential product integration, she said.

Just as the film will promote the car, the car will promote the film, in a television commercial by rp&, which is part of the RPA agency in Santa Monica, Calif.

The commercial, for the 2012 Acura TL, begins with a look inside a car as an announcer extols its “spacious cabin” and other virtues.

But the announcer’s spiel is interrupted by noise, and viewers see and hear some kind of commotion happening outside the car.

As a giant monster robot suddenly appears, wreaking havoc, the announcer shifts from describing the Acura to inform viewers, “And it’s the official vehicle of the movie ‘Thor.’”

At that point, excerpts from the film start to run, followed by word that it opens in theaters on May 6.

Acura is also promoting “Thor” with a microsite, or special Web site, joinshield.com. Visitors are prompted to enter the microsite as a “new recruit” or a “returning agent.”

There is an Acura TL tricked out with S.H.I.E.L.D. trappings that is appearing at events like auto shows in New York and San Francisco. There are also S.H.I.E.L.D. “recruitment booths” at events like comic-book conventions.

“Marvel has been supportive of us creating a ‘sub-storyline’ about the S.H.I.E.L.D. organization that doesn’t necessarily exist in the movie,” Ms. Rossick said.

The effort also has a presence in social media like Facebook, LinkedIn and Twitter as well as in Marvel assets like marvel.com.

 

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Discussion Starter #19
Desk


Acura and Studio Dror have collaborated to design a limited-edition desk inspired by the luxury automaker's role in "Thor," the new Marvel film starring Chris Hemsworth, Natalie Portman and Anthony Hopkins.


S.H.I.E.L.D., the intelligence and security organization of Marvel Universe featured in the film's storyline, has its agents behind the wheels of Acura TL, MDX, ZDX and RL models throughout the film. With the storyline in mind, Dror interpreted an agent's work environment into a stylized and functional desk appropriate for this venerated universe.


"It was fun to project myself as a S.H.I.E.L.D. Agent and to shift the approach when designing this desk for Acura, as if I was going to be user 001," Dror said. "It's a stimulating part of the design process."


Excited by Acura's attention to detail and precise manufacturing, the design of the desk combines elegance, sharpness, secrecy, advanced technology and efficiency - all elements Dror identified as akin to the spirit of his work and that of Acura.


Features of the Acura x "Thor" S.H.I.E.L.D. Agent Desk
- Graphite and light wood base that supports a 200"x70" desktop
- Finishing inspired by the Acura TL's chassis
- Secret drawers and compartments
- Concealed Bose speakers
- Discreet iPhone/iPad docking station

 
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