Join S.H.I.E.L.D. Campaign
Event Activations & Interactive

In the movie THOR, Acura is the official vehicle of S.H.I.E.L.D. Like the CIA, S.H.I.E.L.D. is a clandestine group that operates in the Marvel world to protect humans from extraordinary threats. To launch the partnership between Acura, S.H.I.E.L.D. and the movie THOR, we built a recruitment campaign to invite fans to become a member of this elite organization. Through a series real life and virtual interactions fans can learn about the movie, qualify for incentives, and rise through the ranks as an agent.

Pop-up Recruitment Centers 
 

To build buzz and drive traffic to the joinshield.com website, we built pop-up recruitment centers at comic conventions

like Wondercon, C2-E2 and Megacon. Attendees of these events received a free custom S.H.I.E.L.D. ID badge, that registered them as a LEVEL 1 Field Agent.

We GAVE away over 10,000 custom ID badges. This equals a badge a minute, at every show.

We built a custom S.H.I.E.L.D. edition Acura TL that was the center piece of the booth. 

The vehicle came complete with police strobe lights, Stark Technologies Sound Cannon, custom wheels, and IPad 2 interface. 
 

Join S.H.I.E.L.D. experience site

At the site, users join the S.H.I.E.L.D. organization, make their digital I.D. badge and begin to climb through the ranks. Through a series of briefings, skill tests, and special media, users learn about plot line in the THOR movie and the Acura brand. Vehicles with special S.H.I.E.L.D. equipment upgrades were integrated seamlessly into the site. 

As people move through the ranks they are rewarded by uncovering new media, winning special S.H.I.E.L.D. giveaways and the chance to qualify for a real life evasive driving course. 10 agents will be chosen to participate in a 2 day driving course, where they will learn skills in skid pad training, emergency breaking, drifting and more. 

A series of tests that users have to pass in order to move up in rank. Tests include lie detection and hand eye coordination.
 

As users advanced in rank, they are upgraded with cooler agent vehicles. The vehicles have a bold array of offensive and defensive systems,

including protective force-fields, recon-drones, and missile defense systems.

Evasive Driving Finale 
People who completed the top level portion of the web site were entered into a contest to qualify for a weekend at a real S.H.I.E.L.D. / Acura evasive driving course. The winners were given professional driving instruction as well as a few pointers and hot laps from Indy 500 winner  the late Dan Wheldon.