Transforming Experiential Marketing

Transforming Experiential Marketing2019-01-15T18:12:49+00:00

Project Description

acuraWeDriveU helps leading automaker transform the way consumers interact with their brand.

  • 1 million guests reached
  • 18,000 Acura® vehicles purchased
  • $900 million in sales

Based on Ansira estimates


Acura wanted to launch a marketing campaign for its Acura MDX that revolutionized the automotive buying experience and promoted the brand’s innovative and luxurious image. Its partnership with W®Hotels presented the ideal platform to achieve this goal by uniting two premier brands. According to Acura’s website, “If you’ve ever had the opportunity to stay at a W Hotel, you know that the experience is thoughtful, stylish and refreshing.” Acura designed an experiential marketing program with the goal of creating a memorable and cost-effective brand experience for guests with minimal liabilities and no added management burden.


WeDriveU was selected to deliver “The Acura Experience” at 17 W Hotel properties in 14 cities. Available through its Whatever/Whenever® concierge service, the Experiential Marketing program enabled guests to reserve a luxurious, seven-passenger MDX driven by a professional WeDriveU driver.

  • 17 hotels in 14 cities served by 60 WeDriveU drivers
  • WeDriveU handled all onsite program management: staffing, fleet management and logistics
  • WeDriveU chauffeurs provided transfers between hotels and local destinations
  • Marketing metrics gathered via guest cards and iPads

WeDriveU’s brand ambassadors offered guided demos for guests to interact with the vehicles and immerse themselves in MDX luxury, performance and technology while enroute to local destinations. Success led to renewing and expanding the program over a five-year period.


According to Ansira’s case study, “…over 1 million people have participated in the experiential experience, leading to over 18,000 vehicles purchased and over $900 million in sales.” As a result of the engagements:

  • 65% wanted more information
  • 81% more favorable about vehicle
  • 84% more likely to buy or lease an Acura

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