Acura’s “Precision Crafted Performance” mantra could apply to the hardwood, too.
In the spirit of March Madness, the luxury brand is launching a multiplatform campaign Thursday around the NCAA Men’s Division I Basketball Tournament anchored by a Twitter contest that pits eight viral-video basketball stars against one another.
Acura selected viral videos for the #AcuraTourney, which will include dunk specialist Jordan Kilganon and Noah Cutler — a young boy known for replicating the moves of reigning NBA MVP Stephen Curry. People will vote for their favorite videos through tweets that Acura sends out.
Acura’s March Madness campaign is another high-profile execution targeting sports fans as it works to re-establish its Precision Crafted Performance slogan. The brand also ran a Super Bowl spot this year starring the NSX.
“The Acura brand is committed to sharpening its focus on these core values, expressed in the dynamic capabilities and styling of Acura products, as well as in the brand’s marketing and customer experience, in order to create a more distinct and powerful image for Acura in the marketplace,” the brand said in a statement.
Acura’s March Madness outreach will span digital and broadcast outlets.
The brand is sponsoring ESPN.com’s Tournament Challenge, where fans will see Acura banner ads while they check on the conditions of their brackets.
Acura will run 30-second TV spots during games on CBS, TNT, TBS and TruTV, where it will target the Elite Eight, Final Four and championship games. Acura is going to run ads during streamed games on March Madness Live as well.
Acura’s tournament campaign will feature vehicles such as the 2016 ILX compact and TLX midsize sedans.