Leveraging Acura’s exclusive automotive partnership with Segerstrom Center for the Arts (SCFTA) to support the 2014 RLX and MDX launches, our team collaborated to extend the reach beyond the SCFTA to the working community of professionals located in area office centers.
The Baylor team was challenged to deliver a uniquely Acura Drive and Dine experience by combining the attraction and appeal of world-class food and music from Segerstrom, all surrounding Acura’s flagship vehicles. Push smartphone text technology maximized lead generation and test drive potential for signup and email push communications.
Over 2,000 professionals were exposed to Acura’s flagship vehicles. The test drive traffic drove awareness and consideration, while communications identified in-market intentions and provided “hot leads” for local Acura retailer follow up.