Celebrities, Cars and Superheroes - Greg DePalma-TiVo

Acura is the official vehicle of the "The Avengers," Marvel Entertainment's new superhero movie opening this May.

Acura gets great mileage.

Not just more miles per gallon, but more mileage out of its marketing campaigns than most other automakers. Case in point: How many times have you seen the Jerry Seinfeld Super Bowl NSX commercial? The thirty-second spot (with a Jay Leno cameo) has aired over five hundred times since the big game and it still keeps consumers engaged - as evidenced by an atypical LACK of fast-forwarding in TiVo households for a commercial that made its television debut more than two months ago. How many other Super Bowl ads have the utility and staying-power? VW Beetle, E*Trade, Doritos… not many more.

Yes, celebrities keep commercial viewers engaged, but in DVR homes, the best stopping power is actually a movie ad. Acura makes a strong marketing move from TV personalities on the small screen to larger-than-life superheroes on the big screen. Check out the RDX crossover commercial - it looks like a movie trailer. The Acura RDX zips though a city under siege with chaos in the streets, explosions, and an alien attack. Not only does the commercial keep the viewer engaged, but it makes the vehicle's on-board navigation system look like a superhero, guiding the couple to safety amid the pandemonium. In addition to the official television launch of this commercial next week, Acura is leveraging "the official vehicle status" of The Avengers with:

· Product integration throughout the movie starring the Acura MDX, ZDX and TL models, as well as the new RDX

· Auto show activation with co-branded Avenger-themed displays and street teams

· Guerilla marketing: A fleet of cars carrying the stars to the premiere's red carpet event

· Digital interaction campaign and contest using Iron Man, Hulk, Captain America and Thor

· Retail tie-ins at dealerships: pre-screenings and after-parties in select markets

In the spirit of full disclosure, I do not own an Acura, work with the company in any capacity, or own any stock. But, if I spot Scarlett Johansson driving a RDX across the tri-state area, I will stop what I am doing and immediately head to a dealership for a test drive.

Greg DePalma is Vice President of Audience Insights at TiVo Inc., where he consults with advertiser, agency, and network clients to increase commercial effectiveness in a DVR world. Greg can be reached at gdepalma@tivo.com.

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