Acura takes Facebook Instant Games for a spin

Brief:

Acura rolled out an interactive experience on Facebook Instant Games that lets tire-kickers virtually test-drive a new 2019 sedan. The "ILX Total Control" game takes drivers on a stunt drive that responds to the motions of a smartphone, such as tilts and spins, through a 360-degree video, according to an announcement shared with Mobile Marketer.
Facebook users can find the game through a link in their News Feed or by searching for "Acura ILX Total Control" on the social network or its Messenger chat platform. The Honda-owned luxury brand also has a web version of the game for people not on Facebook.
The game has Easter eggs for players to find, along with new driving moves that appear as smartphone users interact with the experience. Players also can share the game with friends through social media.

Insight:

Acura's "ILX Total Control" game deepens the interactivity with prospective buyers by letting them steer a virtual car that appears in video segments driven by a professional on a closed course. While the company cautions players against attempting the jumps, spins and slalom courses in real life, they can at least explore the 2019 model and get a feel for how the car performs through their smartphone.

Acura said Facebook Instant Games lets the car brand use modern interactive web tech like HTML5 and WebGL. That lets Facebook users people seamlessly start up a full-screen interactive experience directly from one of the carmaker's ads without having to load an outside website or leave Facebook. The seamless integration is key for brands, making it easier for consumers to experience the game without having to download an additional app.

The new 360-degree experience builds on Acura's social media presence for the 2019 model. The car brand last month launched a vehicle customizer on Instagram Stories that let people virtually build their dream car with a digital sticker pack and animated Giphy stickers. By encouraging potential people to directly engage with the brand on a social platform they're already familiar with, the Honda-owned car brand appears to be strategically working to attract millennial car shoppers.

Meanwhile, Facebook released Instant Games in November 2016 to let people play games on Facebook and Messenger without having to download individual apps for each game. The platform extended to Portal video-calling devices last month, and has served 20 billion game sessions during its first two years of operation, Variety reported.