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Acura is using immersive technology to pitch consumers on the technological advances of its cars. The company is doing so with an experiential marketing effort, Mood Roads, that it has already tested at the Sundance Film Festival this past January. Now, it’s looking at how to roll out the experience at future events.
The activation, from Project Worldwide shops Spinifex Group and George P. Johnson, as well as Acura’s creative agency, MullenLowe, had over 1300 riders during its Sundance Film Festival run.
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