Acura
The Next-Gen Integra
The Opportunity
After revealing the new 2023 Integra to the world, let's just say people were disappointed and the car didn't live up to the hype its 1994 counterpart had defined. The challenge was how do we get the next-generation of drivers to pre-order the car, without looking back into its heritage.
The Idea
We realized launching a car for the next-gen meant reaching them into a next-gen space. So we tapped into Web3. We launched Acura of Decentraland, the first-ever dealership inside the Metaverse, along with a limited NFT drop.
Credits & Collaborators
Agency: MullenLowe L.A.
ECD: Laura Sampedro, Carlos Alija
CD: Ty Hayward
ACD: Jeff Pelton, Cameron Bell
Creatives: Jude Le Bayon, Elin Lindeberg
Interactive Partner: Buoy Studio
3D Artist: @wannerstedt
ECD: Laura Sampedro, Carlos Alija
CD: Ty Hayward
ACD: Jeff Pelton, Cameron Bell
Creatives: Jude Le Bayon, Elin Lindeberg
Interactive Partner: Buoy Studio
3D Artist: @wannerstedt
The first 500 people who purchased a 2023 Integra received an NFT made in collaboration with highly acclaimed artist Andreas Wannerstedt. Once the order was locked, the NFTs evolved into another animated state, and all came with additional benefits when people took delivery of their car IRL in May 2022.
After announcing the NFT drop to pre-order your Integra, we opened up the first-ever dealership in the metaverse. We named it "Acura of Decentraland" and took the online world by storm. The virtual auto shop was filled with easter eggs from the brand's history and its motorsport roots, rewarding visitors with interactive quests like "Beat That the Game" and limited edition wearables.
The campaign drew tens of thousand of visitors to our virtual auto shop, and the NFTs sold out minutes after launch.
Acura of Decentraland Case Study
Previous:
New World Same Energy