Acura x Genius: Precision Crafted Peformances
Acura and Genius partnered for a custom, first-to-market experiential music concert and content series entitled "Precision Crafted Performances" that showcased rising artists at curated performances in four of Acura's key markets: Los Angeles, New York, Miami, and Atlanta.
By uniting tastemakers, influencers, and music aficionados, Genius and Acura crafted meaningful experiences for consumers. This connection between the two brands significantly enhanced Acura's perception, underlining the importance of the initiative.
Each live performance was amplified through custom content featuring the artists’ precision-crafted journey while amplifying Acura’s brand attributes. In addition, the campaign ran always-on media to increase Acura’s brand awareness across Genius.com.
The goal was to strengthen the Acura brand image and create meaningful emotional connections, particularly with Millennials – the next generation of premium car buyers. The brand also wanted to change the audience's perception of Acura from a safe, value-for-money choice to one rooted in desirability and attractiveness. Acura aimed to find and create substantive personal connections with the next generation of car buyers who will proactively seek out Acura because it reflects who they are.
I served as the lead integrated producer for the campaign, which consisted of four experiential events in Acura’s target markets, an influencer campaign of social influencers per event, the contracting of 8 talent, music licensing, creative production, event design identity, 8 custom videos featuring the event with talent, on-the-ground live social coverage, event photography, social event promotion, and event production with custom car brand integration.
Program and Event Amplification
To promote the live showcases to the artists’ fans, drive attendance within each market, and extend the experiences to Genius’s national audience, the program ran social and editorial content pre, during, and post each event.
Event Influencers
We partnered with music and lifestyle influencers with a large social following within each event market. The influencers created authentic and engaging live content from each event, featuring the Acura vehicles as the centerpiece, including one IG Story and one IG In-feed Post.
For the Los Angeles and Atlanta events, the influencers were picked up in a fleet of Acuras and taken to the events, enhancing their experience and content-creation.
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LOS ANGELES
Editorial LA event recap with photos and details. Click here to read more.
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NEW YORK
Editorial New York event recap with photos and details. Click here to read more.
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MIAMI
Editorial Miami event recap with photos and details. Click here to read more.
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ATLANTA
Editorial Atlanta event recap with photos and details. Click here to read more.
Precision Crafted Performances Custom Video Content
In the Precision Crafted Performance video series, we collaborated with eight emerging artists who continue to buck trends and forge their own musical career paths. Each video combined car, interview, and live performance footage to connect audiences to the ways that each artist strives to ensure their performance is precision-crafted every time they get on stage. The series had a consistent look & feel, while each video was unique to each artist’s music & story.