Acura Hopes to Expand Its Immersive VR Activation Beyond Its Sundance Debut

Experiential marketing effort was a hit at the festival

Mood Roads had over 1300 riders at Sundace. Acura

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.

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@KristinaMonllos Kristina Monllos is a senior editor for Adweek.