MullenLowe, Acura’s agency of record, devised and executed the campaign.
Beat That, which is free, lets players race on six unique tracks that were featured in the TV spot, driving the corresponding Acura vehicle. The company said each track represents an iconic era of gaming, ranging from the eight-bit style of the 1980s and 1990s to more modern photo-realistic looks, while each vehicle offers its own unique driving character and performance attributes.
The six game levels, vehicles and cars are:
- Level 1: 1991 Acura NSX, 8-bit Beach
- Level 2: 1998 Acura Integra Type R, Warehouse Complex
- Level 3: 2020 Acura RDX A-Spec, Snowy Summit
- Level 4: Acura ARX-05 Daytona Prototype race car, Grand Prix Circuit
- Level 5: 2020 Acura NSX, Super Skyway
- Level 6: Acura Type S Concept, Cyber Tunnel
Beating a specific lap time unlocks the next level. Once players complete laps, they can challenge their friends to “Beat That” by clocking a faster time.
Dynamic share cards enable players to share times and challenge people in their social networks, with information on those cards including the level, vehicle and individual time. Challenges can also be issued via Messenger From Facebook and other instant-messaging platforms.
Challenge lap times are posted on the daily top 10 and all-time top 10 leaderboards, and players can click the Challenge button next to an individual lap time on the leaderboard, generating a “ghost car” that will race alongside them.
Acura created Beat That GIFs for Giphy using assets from the game, and players can create their own Acura-styled games in the Giphy Arcade.