Objective

Develop an integrated marketing communications plan to increase purchase consideration of the 2017 Acura ILX among the millennial target market. Generate buzz by creating a viral pass-along that educates consumers on the features and benefits of the 2017 Acura ILX. Raise target market perception of Acura as an innovative, youthful brand that offers precision crafted performance.

Outcomes

560,412 total social media impressions in just six weeks

20 U.S. student teams and 396 total student participants

572,015 approximate market size of combined campus populations