• by Tanya Gazdik , March 9, 2017

With Selection Sunday right around the corner and the games kicking off next week, Acura is prepping for March Madness and the NCAA Men's Basketball Tournament. 

The automaker's efforts begin on Selection Sunday with the launch of the “ESPN Tournament Challenge,” a fantasy bracket where Acura owns a 50% share of voice on the sponsorship. Along with the bracket, additional high-impact digital advertising for Acura features home page takeovers across ESPN and Turner Sports properties, as well as ample mobile and video media support. 

Acura will run commercials during every streamed tournament game on the tournament site and app, a popular destination for fans to watch all the games to track their bracket performance. As the climactic rounds of the tournament begin, starting with the Elite 8, Acura will ramp up its media presence to include national high-profile TV with a commercial featured in every game broadcast.  

Additional new elements for Acura in this year’s tournament include a new concept for Acura’s ESPN on-air and social campaign. Fans will receive “Acura’s Bracket Performance Update” after each round of the tournament, with ESPN sharing updates on bracket statistics with SportsCenter viewers, and ESPN social fans on Instagram and Facebook. This will link Acura’s sponsorship of the bracket to ESPN’s data, engaging with passionate fans and social chatter. 

Fans will be able to follow the momentum of the tournament as they track their own bracket performance versus their fellow fans and rivals. Another new element for Acura will leverage ESPN’s new technology called “LiveConnect.” Acura will target fans online based on emotional triggers, allowing the brand to personalize messaging to fans based on how they are feeling about their teams.

Three mini campaigns each focus on a specific Acura model and are aimed at a younger, premium audience.

“ILX Call Me” highlights the 2017 Acura ILX. Fans are invited “for a more intimate tournament experience, call 1-844-A-Thrill.” The ad is an irreverent play on the late-night hotline. The cross-platform experience will feature multiple screens and channels.

“TLX Baller Builder” focuses on the 2017 Acura TLX. Acura will offer basketball fans a chance to build and personalize their very own TLX sedan, pairing basketball terminology with vehicle features. Consumers are invited to“pick your player” (engine), jersey (exterior color), even your kicks (tires) to build their own game-ready TLX. Individual car selections also will influence various aspects of the ad environment, affecting the digital banner ad in real-time.

Finally, “RDX Fast Break” highlights the 2017 Acura RDX, the multi-utility crossover SUV. Acura aims to take the functionality of a multi-utility banner ad to the next level. Consumers are invited to interact with the ad in order to help relieve stress and fill down-time between games. Five modules are featured including RDX “Player” Stats, the ability to write a haiku, read a book, learn a language, or settle into the comfort zone with some dreamy landscapes.