Acura ILX - Total Control
Open the game- Brand
- Acura
- Year
- 2019
- Objective
- Awareness
- Industry
- Automotive
- Platform
- Mobile web
- Agency
- MullenLowe U.S.
- With
- Active Theory
Objective
Acura launched an interactive mobile experience to generate buzz for the 2019 ILX model and engage millennial car shoppers on social platforms. The campaign aimed to demonstrate the vehicle's responsive handling and modern technology through an immersive, motion-controlled smartphone experience that served as a virtual test drive.
Solution
Players controlled a 2019 Acura ILX using their phone's accelerometer and gyroscope—tilting, spinning, and shaking the device to navigate a 360-degree video environment. The experience featured 32 concurrent video clips (16 per orientation) that transitioned based on motion input via shader effects, with custom frame decoding and cell-jumping technology for responsive control. The campaign launched on Facebook Instant Games (making Acura the first automotive brand on the platform), plus Instagram, Twitter, and web, with embedded easter eggs to discover.
Results
The Acura ILX - Total Control interactive experience received an Honorable Mention award from Awwwards in January 2019. Specific performance metrics such as view duration, bounce rate, and total game sessions across platforms remain undisclosed in available sources.
