Acura: Beat That

Objective

Acura sought to extend its "Less Talk, More Drive" television campaign into interactive digital experiences in early 2020. By transforming a popular TV commercial into a mobile racing game, the luxury automotive brand aimed to deepen engagement with car enthusiasts and showcase 30+ years of Acura's automotive heritage and performance philosophy through a playable, entertainment-driven format.

Solution

Acura developed an interactive racing game featuring six iconic models spanning the brand's history—from the 1991 NSX to the Type S Concept—each playable across six gaming-era-themed levels ranging from 8-bit retro aesthetics to photorealistic modern graphics. Players race against the clock to achieve target lap times and unlock subsequent levels. The core mechanic is simple one-finger mobile control focused on speed. The game includes social features: a "Beat That" challenge system enabling players to share times via dynamic cards across social networks and messaging apps, plus daily and all-time Top 10 leaderboards. Available on mobile, desktop (web), and Facebook Instant Games. Developed by MullenLowe U.S., Active Theory, and Plan8.

Results

The game earned Awwwards Site of the Day recognition on March 20, 2020.