Acura is heading into March Madness at full throttle with the Acura #SuperHandling Challenge.
The campaign—a play on words off the automaker’s Super Handling All-Wheel Drive technology—combines college basketball personalities and user-generated content from fans, and it will run throughout the 2018-19 NCAA Men’s Division I Basketball Championship tournament.
Participating “basketball influencers” will include: ESPN analyst and Jay Williams; sports commentator Fillayyy; University of Texas El Paso alumni and Harlem Globetrotter Briana “Hoops” Green; Spider Man-clad YouTube basketball sensation Grayson “The Professor” Boucher; and sports comedy commentator and Instagram star Carlos “Famous Los” Sanford.
Fans will be encouraged to show off their dribbling skills in unexpected everyday situations and to share their videos via social platforms with the #SuperHandling hashtag, and Acura and Williams will repost the best fan videos via Instagram Stories and provide “technical analysis of fans’ top moves.”
The Acura #SuperHandling Challenge campaign will also be featured on the digital platforms of ESPN and CBS Sports, and ads and homepage takeovers will occur from March 15 through April 8.
The automaker will run additional creative under the Prove Your #SuperHandling tagline, featuring its RDX vehicle, on ESPN and CBS during the NCAA Tournament.