University of New Mexico, undergraduate marketing students from the Anderson School of Management unveiled a new advertising campaign for the 2017 Acura ILX titled “Live Life in High Gear” #LiveInHighGear. The campaign is part of the Acura ILX Marketing Challenge, an industry-education partnership program sponsored by Acura and managed by EdVenture Partners.

University of New Mexico

The Anderson School of Management at the University of New Mexico is dedicated to excellence in professional management education. At the Anderson School, faculty, staff, and students are committed to shaping the intellect and character of the next generation of business leaders, advancing the knowledge and practice of management, promoting economic development, and building a vibrant intellectual community that serves the highest and best interests of all our stakeholders.

Founded in 1947 and named for New Mexico oil man and longtime ARCO/Atlantic Richfield CEO Robert O. Anderson in 1974, the Anderson School offers more than a dozen concentrations at the BBA and MBA levels and is accredited by the Association to Advance Collegiate Schools of Business in the top 20% of business schools in the nation. The School is funded by the State of New Mexico and further support is generated by the Anderson School of Management Foundation.

This launch is supported by an integrated marketing campaign featuring branded events, digital signage, online video content and social media. The campaign was developed by the student-run advertising agency at UNM’s Johnson Marketing Lab using a $2,000 budget provided by Acura.


The campaign kicked off with the “Live Life in High Gear Event,” where attendees were be able to preview the 2017 ILX, test their skills on a ninja obstacle course, and participate in an interactive photo experience. The event will took place on November 14 and 15 at Smith Plaza on the UNM main campus from 11:00 a.m. to 2:00 p.m.

The ILX is Acura’s most affordable sport sedan and serves as the gateway to the Acura lineup. The 2017 ILX features a 201 horsepower 2.4-liter direct-injected DOHC i-VTEC engine paired with an 8-speed dual clutch transmission with paddle-controlled Sequential Sport Shift, Jewel Eye® LED headlights, 17-inch alloy wheels, and signature Acura technologies such as the available AcuraWatch™ suite of safety and driver-assistive technologies.

The top three participating schools in the Acura ILX Marketing Challenge will be invited to Torrance, California to present their campaigns to Acura executives and leadership. The top team will receive a scholarship prize of $5,000, followed by $3,000 for second place, and $1,000 for third.

Consumer information about the Acura ILX is available at Connect with the student campaign on Facebook, Twitter and Instagram using the hashtag #LiveInHighGear.

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