ACURA TLX: Twitter Car Configurator
Project Overview:
What’s the next best thing to test-drive a car? Configuring one to your own preferences. To launch the very first TLX, we partnered with Twitter to bring the best part of shopping for a new car online right into their Twitter feed. In a first-ever, we worked with Twitter to modify their Twitter Cards ad unit to support a TLX car configurator that lived within a self-contained Tweet. From color choices, to drivetrain and engine options, TLXs were built in 140 characters, or less.
What’s the next best thing to test-drive a car? Configuring one to your own preferences. To launch the very first TLX, we partnered with Twitter to bring the best part of shopping for a new car online right into their Twitter feed. In a first-ever, we worked with Twitter to modify their Twitter Cards ad unit to support a TLX car configurator that lived within a self-contained Tweet. From color choices, to drivetrain and engine options, TLXs were built in 140 characters, or less.
Problem:
Acura partnered with Twitter to create a first-ever interactive unit (Twitter card) purpose-built for mobile interaction that allowed users to configure and share an Acura TLX without leaving Twitter. With 100s of possible combinations, we targeted would-by buyers and asked them to make their own, all from within a Tweet in their needs feed. By creating a totally new experience on Twitter, Acura was able to capitalize on the curiosity of in-market luxury auto buyers and introduce them to the TLX with incredible success.
Solution:
Acura partnered with Twitter to create a first-ever interactive unit (Twitter card) purpose-built for mobile interaction that allowed users to configure and share an Acura TLX without leaving Twitter. With 100s of possible combinations, we targeted would-by buyers and asked them to make their own, all from within a Tweet in their needs feed. By creating a totally new experience on Twitter, Acura was able to capitalize on the curiosity of in-market luxury auto buyers and introduce them to the TLX with incredible success.
Highlights:
- Engagement rates exceeded automotive benchmarks by 6x.
