Thor

Thor

Thor

Campaign Overview

Acura will have a pivotal role in the upcoming major motion picture THOR as the official vehicle of S.H.I.E.L.D., the fictional worldwide peace-keeping organization of the Marvel Comics Universe. Throughout THOR, S.H.I.E.L.D. agents drive various Acura vehicles, including the MDX, ZDX, RL and TL models.

Acura's interactive website for THOR, http://www.joinshield.com/, serves as the hub of the national advertising campaign and allows fans to immerse themselves in the world of THOR as actual S.H.I.E.L.D. agents. Users can receive their official ID badge, post it on Facebook and climb the ranks within the organization by completing assigned case files to earn the chance to win rewards like movie tickets, iPad® 2 tablet computers, LiveScribe "smart pens" or the grand prize of an exclusive evasive-driving experience. Fans can also build their own virtual S.H.I.E.L.D. vehicle with over-the-top features to aid in their online adventure.

The advertising campaign is composed of a multiplatform media buy, retail tie-ins and national ABC screenings of THOR with after-parties in select markets. The newly refined 2012 Acura TL will be featured throughout the campaign, including a 30-second TV spot which incorporates the new vehicle with scenes from THOR.

"Interior" :30

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S.H.I.E.L.D. Recruitment Video as used on http://www.joinshield.com/

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The S.H.I.E.L.D. Edition Acura/Sonic Assault package as used on http://www.joinshield.com/

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SHIELD Recruitment Center at C2E2. Also located at WonderCon and the New York Auto Show.

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