Acura is appealing to the musical tastes of millennials in a new social media campaign that expresses the energy of the sporty ILX sedan through sound.
Acura asked eight up-and-coming artists each to craft a custom piece of music for the entry-luxury car. Each of the eight songs is inspired by one of the gears of the ILX’s eight-speed, dual-clutch transmission.
Acura says the songs increase in velocity and intensity as listeners move up the playlist. The artists include Kisses, Bear in Heaven, starRo and Bit Funk.
“This is a great opportunity for engagement. Music and driving are two very emotional experiences,” said Allie Mayer, an Acura spokeswoman, in an interview Wednesday.