Acura's entry into the luxury "gateway" vehicle category for younger drivers is the ILX. A music-oriented digital campaign from agency RPA will target the 25- to 34-year-old buyer on sites such as Pitchfork, Bleacher Report and Mashable, along with home-page takeovers of Yahoo! and MSN. Acura will use its own Facebook page to deliver an ILX application. "We have upped our percentage of digital spend higher than we have ever done for Acura, because this group spends much more time online than baby boomers," says Acura's manager of advertising, Susie Rossick.
Acura pitches the ILX to young drivers via digital blitz