Acura NSX Snapchat Teaser

Produced by

Mullen Los Angeles

Categories

Snapchat

About this entry

Acura's snapchat activation was part of a holistic strategy to build buzz for the NSX in social. We teased never-before-seen video and photo of the NSX on IG, Tw, FB and Vine, and became on of the first brands to integrate Snapchat into a campaign. We offered the first-ever look at running footage of the NSX to the first 100 followers on Snapchat, including auto spy photographers. We used Snapchat to reach early adopters and taste makers and continue to build Acura's brand as a thought leader and first-mover in social emerging technology. Ad Age, Business Insider, Digiday and a slew of auto enthusiast blogs picked up the story. We also earned a mention on Ad Age's 10 early adopter brands.Before the world saw the Acura NSX prototype take a lap on live television before the Indy 200 at Mid-Ohio last August, Acura decided to give the world an early look in an unexpected place. An invite was published on Facebook and Twitter promising the first 100 followers of Acura's Snapchat account a fleeting glimpse of the new super car prototype roaring around our test track. We turned the tables on auto spy photographers and let one of them in on the activation, knowing he'd manage to capture the video and share it with industry media outlets. Reaching 100 people on a platform historically used by an audience that could not afford a car like the NSX doesn't make sense until you look at the bigger picture.

Sharing footage of the NSX prototype on Snapchat created an early round of industry media coverage and inserted Acura into the conversation about brands willing to trying new social platforms. That willingness to move early into uncharted territory earned Acura mentions in Business Insider, Adage, and Digiday. More importantly, it put Acura on the list of brands included in media conversations about Snapchat, earning mentions across dozens of marketing and even political conversations as brands and celebrities begin to find room for Snapchat in their communications strategies. We followed the Snapchat activation with graduated reveals on Vine, Instagram, and YouTube, with more than 1 million organic views. But Snapchat remains the coolest part of the new NSX prototype reveal because it was unexpected and resulted in a steady stream of earned media recognition.

Links

http://work.mullen.com/awards/shorty/2014/Acura/

Entry Credits

Mark Wenneker, Chief Creative Officer

Peter Rosch, ECD

Tim Vaccarino, ECD

Jesse Gazzuolo, CD

Tim Semple, ACD

Sean Stell, Art Director

Trisha Dowley, Producer

Paul Schaeffer, Project Manager

Erica Kung, Group Head Producer

Alison Kaplan, Account Director

Nicole Brooker, Planner

Seth Simonds, Social Innovation Director

Ben Timmons, Newsroom Manager

Scott King, Product Information Manager

Bryan DeSena, Associate Director

Bendito Brothers, Production Co.

Spotwelders, Editorial

Eleven Sound, Audio Post

See other entries from 6th Annual Shorty Industry Awards Best Brand on Snapchat