Acura Launches Massive Campaign Without Broadcast Prime Time Buy
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Acura is launching its new luxury sedan — embarking on the biggest marketing campaign in its history — without the help of broadcast prime time TV.
The American Honda division will promote the TLX with a robust campaign that includes a significant investment in digital video. Mike Accavitti, who in the spring took on the role of senior VP and general manager of the new Acura Division, said more than one-third of the campaign’s overall budget is dedicated to digital, with Facebook being a big piece of the equation.
While Acura has already been beefing up its digital and social media marketing, for the TLX launch it’s investing more in content creation, generating bite-sized videos designed to target different types of consumers. On Facebook, Acura will run a massive “road block,” with TLX videos reaching 100% of users, Mr. Accavitti said. It will also do a takeover on major web portals like Yahoo and MSN.
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