Acura is advancing the social marketing spectrum with an interactive TLX launch campaign that allows Twitter users to build their own versions of the premium sedan within a tweet.
With a streamlined configurator, which isn’t as detailed as the one offered on Acura’s website, users can choose their desired engine, color and drivetrain without leaving Twitter.
This is the first time an auto brand has used an in-tweet configurator.
After users click on the “Tweet Your TLX” icon when finished building, they can then select “Explore More Options” to play with Acura’s full configurator on its website. The tweet also includes a link to Acura’s homepage.
Acura deployed its interactive tweet on its brand account Wednesday using a custom Twitter Card. According to Twitter, the cards give brands a chance to “attach media experiences to tweets” that link to their content.
“It doesn’t feel like an ad so much as a little bit of useful technology that allows you to explore some of the ways a TLX can be customized without having to jump out of your Twitter experience,” wrote brand spokeswoman Jessica Fini in an email.
Acura’s Twitter configurator was built with viral potential in mind.
Upon completion, users can tweet their TLX renditions for the world to see. If all goes according to Acura’s plan, that person’s followers will see it, build their own and share their creations.
Tweeters can access the configurator on their mobile devices or computers.
The custom tweet is part of a larger marketing initiative to generate excitement around the 2015 TLX, the TL and TSX replacement that starts at $31,890, including shipping. The brand will deploy promoted tweets and Twitter accounts to connect with the Twittersphere, along with videos on Facebook that will hit newsfeeds beginning in early September.
Acura says the TLX campaign is its largest marketing effort ever, although the brand won’t specify how much is being spent. Around a third of the campaign’s budget is reserved for digital ads.
TLX sales started this week.
“Part of the TLX campaign is providing contextually relevant information and targeting our customers very well, which we can do now with digital integrations and mobile and using social media,” Fini said in an interview.
Acura sees alignment between active tweeters and those interested in the TLX.
Acura customers, Fini says, are generally active on mobile devices — a platform where Twitter gets most of its action. The brand has its eyes set on in-market and near-market luxury intenders for this Twitter push.
So far, Fini said, Acura has received “great feedback” from users since the tweet went out.