Just in time for March Madness, Acura is launching a social campaign that targets basketball fans.
Acura is tapping some influential basketball personalities, including ESPN analyst and commentator Jay Williams and social basketball commentator Filayyyy, to host the challenge, which was created by Mullen.
Throughout March’s NCAA Tournament, they will ask fans to bring their “super handling” dribbling skills into unexpected everyday situations (posting their videos and content on social with the hashtag #SuperHandling).
The campaign is a play on Acura’s Super Handling All-Wheel Drive technology. Throughout the tournament, Williams and Acura will repost the best #SuperHandling videos to Instagram stories, providing technical analysis of fans’ top moves.
Acura is teaming up with a select group of influencers from across the basketball and sports communities to amplify the challenge. Influencers will include Harlem Globetrotter Briana “Hoops” Green (@brianagreen11), Spider Man-clad YouTube basketball sensation Grayson “The Professor” Boucher (@theprofessor), and sports comedy commentator Carlos “Famous Los” Sanford (@famouslos32).
In addition to social media, Acura’s #SuperHandling Challenge campaign will be featured across ESPN and CBS Sports digital platforms, along with ads and homepage takeovers running from March 15 through April 8.
During the March college tournament, Acura will also run additional campaign creative, themed around the tagline “Prove your #SuperHandling,” featuring the Acura RDX exclusively on ESPN and CBS Sports. Acura’s March basketball campaign will also be featured on "The Bleacher Report," NCAA’s homepage, and NCAA’s FireTV sponsorship.
Acura’s Super-Handling All-wheel drive technology will reach its 15-year milestone and one-million mark in global sales of SH-AWD-equipped vehicles later this year. Acura now offers the technology in either mechanical or electrified form on five of six Acura models.