Mood Roads had over 1300 riders at Sundace. Acura
Acura is using immersive technology to pitch consumers on the technological advances of its cars. The company is doing so with an experiential marketing effort, Mood Roads, that it has already tested at the Sundance Film Festival this past January. Now, it’s looking at how to roll out the experience at future events.
The activation, from Project Worldwide shops Spinifex Group and George P. Johnson, as well as Acura’s creative agency, MullenLowe, had over 1300 riders during its Sundance Film Festival run. Acura, a title sponsor of the Sundance Film Festival, set up the activation on Main Street in Park City—a prime foot traffic spot—and through a social media push that used influencers, the experience was able to reach 2.5 million people, according to Spinifex data.
“We consider Mood Roads a success,” said a spokeswoman for Acura via email. “It generated a lot of buzz at Sundance, we had long lines consistently which ultimately drew more people through our activation. The activation communicated our exclusive technology Sport Hybrid Super Handling in a unique and innovative way.”
The spokeswoman added: “We are investigating opportunities to bring Mood Roads to other events now.”
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Source: Adweek