Honda North America might be in the midst of checking out new ad agencies, but that isn't stopping its Acura division from checking into Hotel California, as sponsor of the World Premiere of "History of the Eagles: Part One."
The automaker will set up digs in Park City, Utah to sponsor the film at the 2013 Sundance Film Festival. The film premieres Jan. 19 at the city's Eccles Theater.
The Torrance, Calif. luxury unit of Honda Motor is wrapping the sponsorship around a sweepstakes dangling an "Exclusive Experience at the Sundance Film Festival" and an auction of Eagles autographed memorabilia, according to a release.
This is the third time up the mountain for the brand as sponsor of the festival. As in previous years, Acura will have a storefront experience called "Acura Studio," where people can get out of the sun and take a rest after trying to catch their breah in the thin air. The studio will host an appearance by band members Glenn Frey, Don Henley, Joe Walsh and Timothy B. Schmit.
The release about the movie says it documents the souffle-like rise in the 70s and deflation in 1980. The documentary features previously unreleased home movies and archival footage, including a rare 1977 concert film from the Hotel California tour.
Mike Accavitti, former Chrysler marketer who joined Honda last year as VP marketing, said the sweepstakes will be hosted on Acura's Facebook page. The promotion, the "Sundance Film Festival Fly-In" sweepstakes launched on Dec. 20. It offers a winner and guest a chance to see the premiere and Q&A session, luxury ski-in accommodations for three nights and ground transportation.
A day before that, Acura launched an online charity "Eagles Guitar Auction" that will feature an acoustic guitar autographed by Glenn Frey, Don Henley, Joe Walsh and Timothy B. Schmit. Proceeds go to Swaner Preserve and EcoCenter, a non-profit organization located in Park City.