Acura's popular high-performance Integra Type S line is taking the internet by storm. Its animated web series, "Chiaki's Journey," has been watched almost 280 million times since the first season (4 episodes) was launched in 2022. It has exceeded expectations, connecting with younger premium car buyers, improving consideration metrics and boosting sales. The second season of the series launched this spring, following the same slick anime style, with an original rock theme song. It follows a young woman trying to fulfil her father's legacy as a legendary auto racer.
The Acura marketing team saw the popularity of Japanese-style anime films, and wanted to use it to reach new customers. They created a strategy that included fast-paced race sequences and scenes of characters working on cars in the garage. This resonated with car enthusiasts and casual anime fans alike. The series is promoted on social media, streaming services, and outdoor in key US markets.
To further build buzz, Acura installed a real-life recreation of the series' garage at the Acura Grand Prix of Long Beach event. Additionally, outdoor ads in select markets were used to signal to fans that another season was underway. Finally, Acura used its customer database to target customers and send emails about the new series.
"Chiaki's Journey" has been hugely successful in generating awareness and sales for Acura's Integra Type S line. It shows how creative content, tailored for a specific audience, can be used to reach new customers.
Originally reported by Martech: https://martech.org/how-acura-drives-awareness-with-a-new-hit-web-series/
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