S.H.I.E.L.D. ops

Objective

Acura sought to create a viral experiential campaign coinciding with Marvel Studios' The Avengers theatrical release in May 2012, targeting superhero fans and young affluent audiences to build brand affinity for the luxury automaker by integrating S.H.I.E.L.D.-themed vehicles into the film's promotional ecosystem.

Solution

An interactive website placed players in the role of S.H.I.E.L.D. agents assembling Avengers-inspired technologies. Players unlocked hero character files by solving code sequences, then explored three modules per hero: S.H.I.E.L.D. Specs (character abilities), S.H.I.E.L.D. Tech (weapons systems), and combat simulators for testing weapons on different mission scenarios. A Vehicle Hangar enabled customization of S.H.I.E.L.D.-Edition Acura vehicles for use in the simulators. Players climbed S.H.I.E.L.D. agent ranks through competitive scoring. The campaign featured actor Maximiliano Hernández reprising his role as Agent Jasper Sitwell, requiring Facebook login to participate.

Results

Not published.