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:
Cruise through 5th gear with track #5 of the #ILX2016 8-Speed Playlist from @PLASTICPLATES. http://t.co/mBLozProo8https://t.co/lMQZ6ejT9V — Acura (@Acura) March 23, 2015
Listen to @starRo75 pick up the pace in his track inspired by gear 4 of the #ILX2016: http://t.co/Z9xBwxXMZ6 pic.twitter.com/SZdoPIaTgL — Acura (@Acura) March 22, 2015
.@spazzkid's musical interpretation of the 3rd gear of the #ILX2016.Listen & download: http://t.co/58Z8TiNcXmhttps://t.co/LWz8DLBlEy — Acura (@Acura) March 20, 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.
My new song for the 2016 #Acura ILX http://t.co/jM7qocU2Us — Bit Funk (@BitFunk) March 26, 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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