Acura Gets Creative With Customer Engagement

Gone are the days when simply taking out an advertisement in a newspaper or sending out a mailer would attract your customers. These methods can still be effective, but many millennials and members of Generation Z expect to be engaged online and through social media apps. Acura engaged customers from Utah to Hong Kong in December 2015 when the company used the relatively new social media app Periscope to raise money for the Pediatric Brain Tumor Foundation and showcase its new TLX.

Periscope

Periscope only debuted in February 2014, and the relatively new live video-streaming app is still unfamiliar to many Web users. Periscope is an app for smart phones that enables individuals and businesses in Utah and around the world to live-stream video that last for 24 hours to a host of other users. Other users of the app can interact with the streamer using comments and sending hearts (the platforms version of a “like”).

To the Races

On Dec. 10, 2015, Acura set up a slot-car racetrack complete with miniature TLX cars to race 20 three-minute races. Acura was then able to turn Periscope users’ actions of sending hearts into useable energy to power each of the cars. This unique setup was done by having followers connect to one of two Periscope streams and send hearts to power the car they wanted to win. In the end, Acura not only engaged its customers, but the initiative also donated about $10,000 to charity. 

Staying Current

This slot-car race sponsored by Acura is a good marketing model for businesses from Utah to London. By holding this race, the company was able to engage its customers using an interactive medium, as well as gain exposure for the 2016 TLX—all while benefiting those suffering from disease. Finally, Acura effectively used a new app to communicate directly with its customers and the media.

Ryan Muir is an automative writer for Fusion 360, an SEO and content marketing agency. Information provided by Mike Hale Acura. Follow on Twitter.