Acura has invested a lot of time and resources into the 2015 TLX, the company’s all-new sedan it hopes will invigorate sales. The sedan reached showrooms only a week ago after experiencing a months-long buildup plagued by delays. Now that it is at the dealerships ready for sale, Acura turned to social media for some interactive advertising: build a customized TLX.
To supplement its website configurator, Acura used a custom Twitter Card that allows people to select an engine, color, and drivetrain on an in-tweet configurator; the tweet also has a direct link to Acura’s homepage. After the completed build, users are then able to click the “Tweet Your TLX” icon for followers to see. This can be done by desktop or mobile device.
According to Twitter, its card offers an opportunity for brands to generate “media experiences” in tweets that can link to other content.
This Twitter campaign is part of Acura’s marketing initiative, and other promotional tweets will be generated in the coming weeks. The automaker also intends to expand its social media presence in early September by posting videos on Facebook that users will see on their newsfeeds.
Jessica Fini, the company’s spokesperson, acknowledged that most consumers are using online resources to connect with brands and inquire about products. “Part of the TLX campaign,” she explained, “is providing contextually relevant information and targeting our customers very well, which we can do now with digital integrations and mobile and using social media.”
In response to the growing online marketplace, Acura has allocated one-third of the campaign’s budget for digital ads.
The 2015 Acura TLX is now available at Leith Acura in Cary, North Carolina. You can get more information about the vehicle here, and we will be sure to get behind the wheel of an all-new TLX to post a test drive review – so make sure you check back!