Friday, April 29, 2011

Acura and Marvel Entertainment Announce Exclusive Co-Promotion Campaign for THOR

Acura teams up with Marvel for the Automaker's First Partnership with a Major Motion Picture


Acura and Marvel Entertainment, LLC announced today the details of their promotional campaign for the blockbuster film THOR. In the luxury automaker's first partnership with a major motion picture, Acura will have a pivotal role in THOR as the official vehicle of S.H.I.E.L.D.


S.H.I.E.L.D., the fictional worldwide peace-keeping organization of
the Marvel Comics Universe, has a leading role in this film portrayal of
the iconic comic-book series. Throughout THOR, S.H.I.E.L.D. agents drive various Acura vehicles, including the MDX, ZDX, RL and TL models.


"Acura is thrilled to launch this joint venture with Marvel," said
Susie Rossick, brand manager of Acura National Advertising. "Being the
official vehicle of the cutting edge S.H.I.E.L.D. organization is a
perfect opportunity to reinforce Acura's brand philosophy of innovation
and advancement."


THOR, directed by Kenneth Branagh, from a screenplay by
Ashley Edward Miller, Zack Stentz and Don Payne and a story by J.
Michael Straczynski and Mark Protosevich, will be released by Paramount
Pictures on May 6, 2011. Acura kicked off its partnership with Marvel on
March 14, 2011, at C2E2, Chicago's Comic & Entertainment Expo, with
S.H.I.E.L.D. recruitment booths where recruits were able to take a
picture and receive a S.H.I.E.L.D. ID badge. The booths will be on
display this week at the New York Auto Show and Pier 83, including a
S.H.I.E.L.D.-embellished Acura TL at both locations.


Acura's interactive website for THOR, http://www.joinshield.com/, will serve as the hub of the national advertising campaign and will allow fans to immerse themselves in the world of THOR
as actual S.H.I.E.L.D. agents. Users can receive their official ID
badge, post it on Facebook and climb the ranks within the organization
by completing assigned case files to earn the chance to win rewards like
movie tickets, iPad® 2 tablet computers, LiveScribe "smart pens" or the
grand prize of an exclusive evasive-driving experience. Fans can also
build their own virtual S.H.I.E.L.D. vehicle with over-the-top features
to aid in their online adventure.


Social media will be leveraged throughout the campaign to recruit THOR fans to join S.H.I.E.L.D. The Acura Facebook page will also feature THOR content, including videos co-produced with Marvel.


The advertising campaign, developed by Acura's agency of record,
rp&, a division of RPA, is composed of a multiplatform media buy,
retail tie-ins and national ABC screenings of THOR with
after-parties in select markets. The newly refined 2012 Acura TL will be
featured throughout the campaign, including a 30-second TV spot which
incorporates the new vehicle with scenes from THOR. The spot
will run on network sports and spot TV, as well as across 18 cable
networks such as ESPN, Adult Swim and Comedy Central.

Acura will release unique S.H.I.E.L.D.-themed video and content across several websites to drive traffic to http://www.joinshield.com/ and recruit users to join S.H.I.E.L.D. The "recruitment" theme will be seen on Marvel's website, http://marvel.com/, Fandango's THOR page and Facebook advertising, but also in unexpected places such as LinkedIn.


About Acura

Acura offers a full line of technologically advanced performance
luxury vehicles through a network of 270 dealers within the United
States. The Acura lineup features six distinctive models including the
RL luxury performance sedan, the TL performance luxury sedan, the TSX
Sport Wagon and sedan, the turbocharged RDX luxury crossover SUV, the
MDX luxury sport utility vehicle and the ZDX four-door sports coupe.