Expanding on its relationship with Marvel Entertainment following the release last year of THOR, Acura is teaming up once again with the makers of “The Avengers” to prominently feature its new models in the upcoming movie. To kick off the campaign, Acura showed a S.H.I.E.L.D.-edition MDX at the 2012 New York Auto Show.
But the promotional activities don’t end there. A ‘surprise special stunt’ is promised for the premiere of “The Avengers” on April 11 at the El Capitan Theatre in Hollywood, and Acura vehicles will be used as talent transportation during the premiere.
The tie-in will also be featured in television advertising, starting with the 30-second TV spot “Re-re-rerouted” (shown below) featuring the 2013 RDX.
Finally, fans of the movie can play interactive games on the site SHIELDops.com, choosing a special-edition TL, 2013 RDX or ZDX for their mission. As players attain a high enough S.H.I.E.L.D. ranking, they can be eligible to win movie passes, S.H.I.E.L.D. gear, a replica Acura convertible from the movie, and a virtual keyboard. The grand prize is an all-expenses-paid Tony Stark-inspired trip to New York City.
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