Acura’s Super Bowl “Transaction” ad did its job, says Honda’s chief marketing officer

Article by Christian A., on February 13, 2012

The Super Bowl ad that featured Jerry Seinfeld and Jay Leno competing with each other to get the upcoming Acura NSX sports car was so effective that its Web site crashed just moments after the Super Bowl ended. Its traffic increased by 3,000%. According to Mike Accavitti, American Honda's chief marketing officer, the Web site was down for around 10 minutes.

The ad was posted Jan. 30 on its Web site. Since that day until Feb. 6, it had received 16 million views. Accavitti was interviewed last Tuesday at an Acura press event before the Chicago Auto Show opened.

In this ad, Seinfeld and Leno attempt to bribe the man who possesses the rights to the first 2015 NSX supercar. The NSX concept made its debut at the Detroit auto show last month. It will go on sale in around three years. Accavitti pointed out that this direction that Acura has taken “isn't by accident.” He said this “well thought-out, laser-focused plan” will get Acura on people's shopping lists since it has these new products to be revealed soon.

Showrooms will get the redesigned 2013 RDX crossover and the latest edition to the Acura line, the compact 2013 ILX sedan, starting this spring. Accavitti said that the traffic driving that the company did with the ad offered the results that it was looking for. Visitors to the Web site also clicked on Acura’s other models aside from the NSX, RDX and ILX.

If you liked the article, share on:

Comments

Recommended

The aftermath of the Takata airbag recall still largely resounds in the automotive industry, as big automotive companies like BMW, Mazda, Subaru and Toyota were extensively hit with what is...
by - May 22, 2017
Amid reports that major rival Volkswagen would cease producing 2016 and 2017 model year diesel cars following the wake of the "Dieselgate" scandal, it’s believed that Chevrolet sees its opportunity...
by - May 22, 2017
Honda recently whips out a new feature for the S660 Bruno Leather Edition. Any guesses? Well, it’s going to be an iPhone app that goes by the name Rev Beat....
by - May 22, 2017
And so it goes, Ford is not at all closing its doors to an all-electric F-150 pickup. The American manufacturer initially laid out its plans for an F-150 hybrid earlier...
by - May 22, 2017
As it is now, Nissan Motor’s Nismo road car operations is a relatively a small business, with an annual volume of 15,000 performance-oriented cars. However, Nissan is giving Nismo fans...
by - May 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries