Acura Ties into #LookUp with 2019 RDX Social Campaign

Acura Social Campaign Inspires Everyone – from Drivers to Artists to Influencers – to #LookUp from Their Daily Lives and Share Their Unique Views and Experiences

Acura has partnered with influencers across multiple social platforms to encourage people to look up from their daily lives and share their unique views and experiences using #LookUp. The campaign is inspired by the organic use of #LookUp, which boasts nearly four million posts on Instagram alone. Acura’s campaign features stunning photography of the dramatically redesigned 2019 Acura RDX interior, with special focus on its expansive panoramic moonroof as the canvas for this visually-driven campaign.

For the #LookUp campaign, Acura recruited content creators to showcase the RDX in unexpected, visually dynamic ways, including photography captured in a wide range of environments – from the forest to the city, from daybreak to a starry night, from the mountains to the desert. These influencers have created “How-To” guides and step-by-step tutorials meant to inspire each influencer’s individual fans and followers to explore the world through the lens of #LookUp. The focus of the guides are driven by each influencer’s specific area of expertise, with how-tos on photographing the Milky Way, urban environments, composing the perfect shot.

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Launching now and continuing through the fall, the campaign’s content creators, including Bryan Castillo(@bryanadamc) and Tiffany Nguyen (@Tiffpenguin) will share their versions of what happens when they #Lookup on their Instagram and Facebook pages, including shots of the Acura RDX in a dramatic desert landscape and images of the vehicle going over the iconic Golden Gate Bridge. The collection of photography highlights what you see when you shoot out of RDX’s panoramic moonroof.

The 2019 RDX #LookUp campaign was developed with Acura by Agency of Record, MullenLowe.

2019 RDX Marketing Campaign 

#LookUp is the next expression of the “Everything We Ever Imagined and Then Some” RDX marketing campaign that debuted in June. Along with #LookUp, the multichannel RDX campaign traces the authentic roots of Precision Crafted Performance, while highlighting RDX’s expression of next-generation Acura design, performance and technology.

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The campaign hones in on RDX’s top features, including its ultra-wide panoramic moonroof, groundbreaking True Touchpad Interface, and available ELS Studio 3D premium audio system developed by Grammy-winning producer, Elliot Scheiner.

The 2019 Acura RDX

The all-new 2019 Acura RDX went on-sale at Acura dealerships nationwide June 1, with a class-leading array of premium features and technologies, and the model’s first-ever A-Spec sports appearance variant. RDX has recorded three consecutive monthly sales records in June, July and August to take the lead as America’s #1 retail-selling compact luxury SUV for 2018¹.

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