[car fanatics]

Acura
Photo: Copyright 2012 Garry Gulledge / Car Fanatics Forum
April 6, 2012
By: CF staff

Acura and Marvel Entertainment, LLC, announced today the details of their promotional campaign for this summer's most anticipated film, Marvel's The Avengers. Following the luxury automaker's integration with THOR last summer, Acura is building on its established role as the official vehicle of S.H.I.E.L.D.

S.H.I.E.L.D., the international peacekeeping agency of the Marvel Universe, has a leading role in this film portrayal of the iconic comic book series. Throughout Marvel's The Avengers,S.H.I.E.L.D. agents drive various Acura vehicles, including the MDX, ZDX and TL models; the completely redesigned 2013 RDX will make a cameo appearance. In addition, an Acura convertible sports car was created specifically for the film.

"Acura is developing an impressive second chapter as the official vehicle of the cutting-edge S.H.I.E.L.D. organization, enabling us to reinforce Acura's brand philosophy of innovation and advancement, and leverage excitement for the new ILX, RDX and NSX supercar concept product news announced earlier this year," said Susie Rossick, Acura Brand Manager.

Acura kicked off its campaign with Marvel at the New York Auto Show on April 4, 2012, where a militarized S.H.I.E.L.D.-Edition MDX was on display with a S.H.I.E.L.D. Agent Product Specialist. S.H.I.E.L.D. Agent street teams are scheduled at PAX East, Boston and C2E2, Chicago.

As the exclusive automotive sponsor of the world premiere of Marvel's The Avengers on April 11 at the El Capitan Theatre in Hollywood, a surprise special stunt is planned to make an impactful, red-carpet entrance. A fleet of Acura vehicles will also be used as talent transportation during the premiere.

The hub of Acura's national advertising campaign for Marvel's The Avengers, http://www.SHIELDops.com, allows fans to immerse themselves in the world of S.H.I.E.L.D. and Marvel's The Avengers. Users can rise within the ranks of S.H.I.E.L.D. by testing Avengers-inspired technology mounted to S.H.I.E.L.D.-Edition Acura vehicles. The tests take place within different combat simulation environments that correspond with the four main characters: Iron Man, Hulk, Captain America and Thor. As users attain a specific S.H.I.E.L.D. rank, they earn the chance to win movie passes and S.H.I.E.L.D. gear, including a branded tactical flashlight, a replica Acura convertible sports car (created for and featured in Marvel's The Avengers) and a virtual keyboard. The grand prize is an all-expense-paid Tony Stark-inspired trip to New York City.

Social media will be leveraged throughout the campaign to recruit fans to test their skills at http://www.SHIELDops.com. The Acura.com Avengers section will also feature Marvel's The Avengers content, including trailers and movie stills.

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 Marvel's The Avengers with after-parties in select markets. The entirely new 2013 Acura RDX will be featured throughout the campaign, including a 30-second TV spot which incorporates the new vehicle with scenes from Marvel's The Avengers. The spot, "Re-re-routed," http://www.acura.com/Avengers.aspx, begins April 16 on spot TV, cable and sports.

Unique S.H.I.E.L.D.-themed videos will run on comic and entertainment websites such as Marvel and Rotten Tomatoes and will drive traffic to http://www.SHIELDops.com.

In addition, more than 130 Acura dealers will be hosting pre-release screenings of Marvel's The Avengers in early May in their respective markets.