Acura is teaming up again with Marvel Entertainment, the makers of “The Avengers” to feature its new models, including the 2013 RDX crossover, in the upcoming movie. To kick off the campaign, a S.H.I.E.L.D.-edition MDX was shown at the 2012 New York Auto Show. Marvel and Acura first teamed up for last year’s release of “THOR.”
But the promotional activities don’t end there. A ‘surprise special stunt’ is promised for the premiere of “The Avengers” at the El Capitan Theatre in Hollywood on April 11, and Acura vehicles will be used as talent transportation during the premiere.
The tie-in will also be featured in television advertising, starting with the 30-second TV spot “Re-re-rerouted” (shown below) featuring the 2013 RDX.
Finally, fans of the movie can play interactive games on the site SHIELDops.com, choosing a special-edition TL, 2013 RDX or ZDX for their mission. As players attain a high enough S.H.I.E.L.D. ranking, they can be eligible to win movie passes, S.H.I.E.L.D. gear, a replica Acura convertible from the movie, and a virtual keyboard. The grand prize is an all-expenses-paid Tony Stark-inspired trip to New York City.
You can also see co-branded content at Acura’s Avengers page at acura.com/avengers.