The document outlines a digital marketing campaign called #NSXRISEAGAIN for Acura to promote its supercar, the NSX, and elevate the brand's perception from premium mass to luxury. Four NSX cars will start from corners of the US and make their way to Houston, stopping along designated routes where people can experience the car. People are encouraged to share what challenge they want to overcome tagged with #NSXRiseAgain for a chance to win a VIP trip to the final NCAA basketball games in Houston, including driving the NSX, game tickets, hotel, and afterparties.

1. E L E V A T E
A C U R A

2. THE CHALLENGE
Elevate Acura’s brand perception from a “premium mass”
brand to a luxury brand, through its supercar, the NSX.
Create a breakthrough digital and social campaign that
disrupts the noise during March Madness.

3. THE INSIGHT
People want to participate in something worthwhile. They
respond positively to causes online and want to share their
own experiences.

4. OUR OPPORTUNITY
To engage with people on a human level. To celebrate personal
challenges and accomplishments. To take people on a journey, and
to show how, after 3 years of careful engineering, the NSX has risen
to go beyond its title of ‘supercar’.

5. #NSXRISEAGAIN

6. NSX RISE AGAIN
A journey across the country in Acura’s supercar, to find those who are ready, just
like the NSX, to rise again. Stops along the way bring luxury and the ultimate
experience to people in the area. And the grand finale? An exclusive, VIP trip to the
final games in Houston, Texas, for our brave Risers.

7. SUBMISSIONS
We will encourage people to participate by posting about a challenge
they want to overcome and how they would like to rise again.

9. THE ROUTE
Four NSX supercars start at four corners of the USA and make their
way to Houston, Texas.

10. THE DRIVERS
NCAA Basketball MVPs in the last 15 years
Each one has a social reach of over 30,000 people
Rip Hamilton Luke Hancock Mateen Cleaves Shane Battier

11. THE STOPS
Track the NSX on Google Maps to see where it will stop.
ACURA NSX

12. Head to the location and experience the car for yourself.
ACURA NSX
The NSX Experience
W 5th Ave
3.20.16
3pm

13. Learn about its features, sit in the driver’s seat,
share online.
#NSX #NSXRiseAgain
Just dropped 100Gs on my new rideWilliam K
William K 1h

14. THE RISERS WEB SERIES

15. THE FINAL
Those who get the most likes, retweets and
shares of their #NSXRiseAgain videos get VIP
tickets to the final games in Houston.

16. Risers get a driving experience, game tickets, hotel and afterparties.